Muesli Under Scrutiny: A Nutritional Analysis

A recent analysis by Which? evaluated 86 muesli products using the government's Nutrient Profiling Model (NPM), which assesses food based on negative nutrients like sugar and saturated fat against beneficial components such as fiber and protein. The findings revealed that while muesli is generally perceived as a healthy breakfast option, significant variations exist within the category. Fifty-two products scored between 74 and 78, indicating a healthy status, while four products, including Raw Gorilla Organic Keto Mighty Muesli, scored below the 62 threshold, raising concerns about their nutritional value.

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The analysis highlighted that some muesli products, despite being marketed as healthy, contain high levels of sugar and saturated fat. For instance, Raw Gorilla's muesli, while low in refined sugar at 1.5g per 100g, is energy-dense at nearly 600 calories per 100g and contains 12.2g of saturated fat. Similarly, Waitrose Essential No Added Sugar Fruit & Nut muesli scored 62 out of 100, despite containing 19.5g of sugar per 100g from dried fruit. This indicates that "no added sugar" does not equate to low sugar content.

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The concept of "health haloing" is prevalent in the marketing of muesli, where products are promoted based on one positive attribute, overshadowing other less favorable nutritional aspects. Shefalee Loth, a nutritionist at Which?, emphasized that while muesli can be a healthy breakfast choice, not all varieties are nutritionally equal. The analysis suggests that consumers should critically engage with product labels and ingredient lists to make informed choices.

Birmingham Mail

Critics of the NPM, including representatives from Raw Gorilla, argue that the model's one-size-fits-all approach fails to account for the nutritional quality of whole foods versus ultra-processed cereals. They advocate for a focus on ingredient quality rather than solely calorie counts or nutrient scores. This perspective highlights the complexity of food nutrition, where high fiber and high saturated fat can coexist in a single product.

Birmingham Mail

Which? noted that the majority of muesli products examined are healthy, but cautioned consumers to be vigilant about misleading claims. A spokesperson for Mornflake defended their products, stating that they provide clear nutritional information, allowing consumers to make informed choices. In contrast, Raw Gorilla criticized the NPM for penalizing their product's natural ingredients while ignoring the benefits of whole foods.

Birmingham Mail

The findings from Which? serve as a reminder for consumers to scrutinize muesli products beyond their branding. While muesli can be a nutritious breakfast option, the analysis underscores the importance of understanding the nutritional content and ingredient quality. As the market continues to evolve, consumers are encouraged to read labels carefully to ensure they are making the healthiest choices for their diets.

Birmingham Mail

• “Muesli remains a solid option for a balanced breakfast, thanks to its combination of convenience and fibre. However, not all blends are created equal.” — Shefalee Loth, Nutritionist, Which?

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• “ A spokesperson for RawGorilla said: “Comparing a specialist keto product to sugary ultra-processed cereals highlights the limits of the NPM method, a ‘one-size-fits-all’ mathematical model.” — Raw Gorilla Spokesperson

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