Many popular cereals are full of added sugar, and chocolate (fat), and are specifically targeted at children.

Over-processing of the ingredients causes the loss of nutrition, and the resulting product is often very low in fibre. Some cereals (up to 30%) have been shown to contain pesticide residues. However, most manufacturers now claim they do not use GM ingredients.

Suppliers with good ratings from the Ethical Company Association include Doves Farm, Infinity, Jordans and Mornflake, while Shredded Wheat (owned by Nestle) and Quaker Oats (PepsiCo) have the worst ethical ratings according to Ethiscore.