Breakfast on the go: Evaluating the nutritional content of supermarket products

Breakfast consumption on the go is becoming an established food habit; this has been accompanied by a growing number of related products. Given the limited research on these products and the growing trend in breakfast consumption away from home and on the go, the aim of this cross-sectional study was to survey and scrutinize the nutritional composition of breakfast on-the-go products available in the UK.

Field visits to supermarkets of the top seven grocery retailers (accounting for 88% of the UK market) were conducted in a large city in the UK. Breakfast on-the-go products (n = 128) were identified, and data (including price, energy, and nutrients) were collected. Products were categorized according to food format (i.e., breakfast biscuits, breakfast drinks, high-protein breakfast drinks, and porridge pots). Products were profiled according to front-of-pack nutrition labeling (i.e., low, medium, high) for fat, saturated fat, total sugars, and salt content. Nutrient content and profiles were examined across categories.

Significant associations were revealed between product type and nutrient profiles for total fat, saturated fat, and salt. Total sugar content varied from 11.8 g per portion observed in biscuits to high-protein breakfast drinks, which contained almost double this level (20.0 g). Notably, six of ten breakfast on-the-go items (60.2%) were profiled as high for total sugars (according to front-of-pack criteria). Most items were medium in total fat (87.5%), low in saturated fat (61.7%), and low in salt (56.3%).

Reformulation of breakfast on-the-go products, principally with respect to sugar content, is warranted. This is particularly relevant given the growing role of breakfast consumption on the go and ongoing developments in the sector as new product ranges and formats are introduced.