U.S. breakfast cereals — many of which are also marketed to children — have become less healthy, with increases in sugar, fat and sodium, and declines in protein and fibre, according to a new study published May 21 in JAMA Network Open.
The study, conducted by the agricultural economics departments at the University of Kentucky and Louisiana State University, analyzed 1,200 new or reformulated cereals introduced in the United States over a 13-year period starting in 2010.
Researchers found that sodium and fat saw the “most pronounced increases,” while average carbohydrate content rose from 26 grams (2010–2019) to nearly 33 grams (2020–2023). Sugar content also increased moderately from 2017 to 2022, before showing a slight dip.
“While the U.S. is seeing these sugar, fat and sodium levels creep up, we’re starting to push back — slowly, but there’s movement.” Dr. Sylvain Charlebois.
‘Sugar is poison’
These findings arrive amid growing concern in the U.S. over sugar consumption and obesity, as well as increasing research linking oral health to overall well-being. Last month, U.S. Health Secretary Robert F. Kennedy Jr., who opposes water fluoridation, declared that “sugar is poison.” The American Dental Association (ADA) also endorsed a scientific report that will inform updates to federal dietary guidelines, emphasizing the need to reduce sugar intake. The ADA urged the Department of Health and Human Services (HHS) to maintain the recommendation that added sugars make up less than 10 per cent of daily caloric intake, and to strengthen research on the link between sugar and oral disease. Currently, HHS and U.S. Department of Agriculture (USDA) are conducting a line-by-line review of the report to release the final guidelines on Dec. 31.
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But what does this mean for Canadians — from dentists to kids who love cereal — especially with Canada’s new front-of-pack labelling (FOPL) rules for high levels of fat, sugar and sodium set to take effect Jan. 1, 2026?
“Honestly, Canada tends to be a bit more conservative — not in the political sense, but when it comes to food regulations,” says Sylvain Charlebois, professor and scientific director of the Agri-Food Analytics Lab at Dalhousie University. “While the U.S. is seeing these sugar, fat and sodium levels creep up, we’re starting to push back — slowly, but there’s movement.
“Health Canada has stricter rules around advertising to kids, and we’ve had front-of-pack warning label discussions for years.”
A 2020 cross-sectional study published in Public Health Nutrition compared children’s ready-to-eat cereals across five countries — Canada, the U.S., the U.K., Australia and New Zealand — and found that U.S. cereals had the highest median sugar content per serving (10 grams), compared to 7.7 to 9.1 grams in the other countries, including Canada. While Canadian cereals had lower sugar levels than their U.S. counterparts, they still contained substantial amounts. Sodium levels were also high in both countries.
So far, many cereals are produced by multinational companies with operations on both sides of the border. For example, General Mills — the maker of Cheerios — is based in the U.S. but also has a basis in Mississauga, Ont. Froot Loops, made by Kellogg’s, is another American brand with Canadian operations. Other major players include Aldi (Germany), Quaker Oats (U.S.) and Post Consumer Brands (U.S.). These five companies accounted for 39 per cent of cereal category launches in North America over the past year.
Shuoli Zhao, a professor of agricultural economics at the University of Kentucky and co-author of the new study, told The New York Times that the analysis, based on data from marketing consultancy Mintel, did not identify brand names or track purchasing and consumption habits. Most of the products were relaunches of existing cereals, including reformulations that altered taste or nutritional content.
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Same brand but they differ
Charlebois said that Canadian and U.S. cereals that share the same brand name can still differ.
“Companies like General Mills will often tweak formulations depending on local regulations or consumer preferences. For example, Canadian versions might have less sugar or slightly different vitamin fortifications,” he said. “But let’s not kid ourselves — the base product is usually pretty close. If it’s popular in the States, chances are it looks and tastes similar here.”
“Cheerios, Special K, Mini-Wheats, Corn Flakes — all big names, all American-owned or influenced,” Charlebois added. “Canada’s cereal market is essentially an extension of the U.S. one, just with a bit more bilingual packaging and maybe slightly different sizes. There are a few local or private-label players, like President’s Choice, but they don’t dominate the way the big brands do.”
“Canada might not drive that change, but we’ll definitely feel the impact.” Dr. Sylvain Charlebois.
‘Canada to feel the impact’
With front-of-package nutrition warnings becoming mandatory in Canada, the U.S. is also seeing shifts. In 2023, the Biden administration announced rigorous new school nutrition standards aimed at improving the health of children by limiting added sugars, sodium, and emphasizing whole grains in school meals. For the first time, the United States Department of Agriculture (USDA) will require schools to limit added sugars in meals nationwide by the 2027–2028 school year. This includes specific limits on items like flavored milk, breakfast cereals, and yogurt starting earlier, in fall 2025. Previously, there was no federal limit on the amount of added sugars in school meals.
Could U.S. policy changes, such as on sugar or artificial colours, impact what’s sold in Canada? “Absolutely,” said Charlebois. “Especially if they come from big associations or federal pressure.”
“When the U.S. makes a move like banning artificial colours in school milk, companies notice. They don’t love making multiple versions of the same product, so we often see spillover here,” he said. “Plus, if someone like RFK Jr. pushes hard on school food reform and it gains traction, cereal brands will adapt — reformulating, rebranding, or even reducing sugar in kid-focused products. Canada might not drive that change, but we’ll definitely feel the impact.”
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