Our daily oats a cereal killer..?

We love breakfast. A bowl of organic jumbo oats with a good spoonful of natural yoghurt, sliced banana, dates and berries. So it was quite a shock to hear on BBC radio that porridge (alongside breakfast cereals and crumpets) was being classified as junk food!

Porridge as Junk Food

The UK has long contended with public health challenges stemming from poor dietary habits and escalating obesity rates. Over the past decade, the government has implemented a series of initiatives aimed at promoting healthier lifestyles, from sugar taxes to calorie labelling on menus. One of the more contentious strategies has been the restriction of advertising high fat, sugar, and salt (HFSS) foods to children. Recently, a proposal to include cooked oats in this list has sparked widespread debate. While oats are generally considered a healthy food, their inclusion in the HFSS category is emblematic of the complexities involved in defining "junk food" and regulating the advertising landscape.

The HFSS Advertising Ban

The UK government’s HFSS advertising ban is part of a broader strategy to combat childhood obesity. Under current plans, HFSS products cannot be advertised on TV or online during times when children are likely to be watching or engaging with content. The government uses a nutrient profiling model to determine whether a food or drink product falls into the HFSS category. This model evaluates the overall nutritional content of a product, considering factors such as calorie density, saturated fat, sugar, and salt content.

Initially, the ban targeted products like sugary cereals, confectionery, crisps, and soft drinks. However, as nutritional science evolves and public discourse around health becomes more nuanced, the list of restricted foods has expanded. The inclusion of cooked oats raises questions about how the government interprets "junk food" and the unintended consequences such a move might have.

Why Cooked Oats?

Oats, in their natural state, are widely regarded as a superfood. Rich in dietary fibre, they can lower cholesterol levels, improve gut health and stabilise blood sugar. They’re also an excellent source of vitamins and minerals, including manganese, phosphorus, magnesium and iron. Given these health benefits, oats are a staple in many households and a go-to breakfast option for health-conscious individuals, including us!

The controversy stems from how oats are prepared and consumed. Cooked oats often serve as a base for porridge or oatmeal, to which consumers frequently add sweeteners, syrups, and toppings like chocolate chips or caramelised nuts. Pre-packaged oat products, such as instant oatmeal, may also contain significant amounts of added sugar or artificial flavourings. These additions can push cooked oats into the HFSS category, leading to their inclusion in the advertising restrictions.

The government’s argument appears to rest on the principle of consistency. If certain types of cereal, granola bars, or flavoured yogurts are restricted due to their sugar or calorie content, it follows that oat-based products with similar profiles should face the same scrutiny. Critics, however, argue that this approach fails to differentiate between inherently nutritious foods and those rendered less healthy through processing or preparation.

Ahhh….

The primary goal of the HFSS advertising ban is to reduce children’s exposure to unhealthy foods, thereby encouraging healthier eating habits. But does targeting cooked oats align with this objective? The evidence is mixed.

On one hand, restricting advertisements for sugar-laden instant oat products could discourage overconsumption of these less nutritious variants. It may also incentivise manufacturers to reformulate their recipes, reducing sugar and calorie content to comply with advertising guidelines. For parents, the move could serve as a wake-up call to scrutinise the nutritional labels of oat-based products and make more informed choices.

On the other hand, lumping all cooked oats into the HFSS category risks sending mixed messages to the public. Oats in their unprocessed form are undeniably healthy, and their exclusion from advertising could unintentionally stigmatise a food that plays a valuable role in a balanced diet. This could undermine broader public health campaigns that promote whole grains and high-fibre foods as essential components of healthy eating.

So, what now..?

The food industry has been quick to respond to the proposed inclusion of cooked oats in the HFSS category. Large manufacturers of oat-based products, such as Quaker and Jordans, have expressed concerns about the fairness and practicality of the nutrient profiling model. They argue that it fails to account for the health benefits of core ingredients like oats, focusing instead on the end product’s sugar, salt, and calorie content.

Some companies see the move as an opportunity to innovate. Reformulating recipes to lower sugar content without compromising taste or texture could allow brands to bypass HFSS restrictions while meeting consumer demand for healthier options. However, reformulation poses significant challenges. The texture, shelf life, and flavour of oat-based products often depend on added sugars or fats, making it difficult to achieve the same quality with reduced levels of these ingredients..

And our view..?

With rising childhood obesity levels, we have to recognise that the legislation has good intent. NHS data suggests that almost one in 10 reception-aged children lives with obesity and one in five suffers tooth decay because of excess sugar consumption.

But the inclusion of all cooked oats in the HFSS advertising ban certainly lacks nuance, failing, as it does, to distinguish between healthy, minimally processed options and heavily sweetened, pre-packaged products. For years, oats have been promoted as a nutritious choice and their inclusion in the HFSS category could undermine this messaging.

For sure, the path to healthier eating is as multifaceted as the food we consume. But for us, we’ll continue to start our day with a bowl of delicious organic jumbo porridge oats…