World Diabetes Day, 14 November: new and tasty breakfast cereal is now on the shelves
November 14 is World Diabetes Day, a time to reflect on the fact that over 371 million people in the world have diabetes1 and that it is estimated that, by 2030, more than 16 per cent of the global population will have a blood sugar problem2.
For the UK’s 3 million diabetes sufferers, breakfast can be the trickiest meal of the day. This is because mornings are usually when blood glucose levels are at their peak. Eating a sugary breakfast cereal – or other products high in refined carbohydrates – can raise them further, risking hyperglycaemia (excess glucose in the blood) and thereby damage to the eyes, nerves and body organs. Porridge and other oat-based foods have long since been the staple diet of diabetics at the breakfast table but the lack of variety has proved tedious for many. Fortunately, research has allowed the traditional advice of restricting the intake of all carbohydrates to be amended to a recommendation to choose complex carbohydrate foods – those with plenty of fibre and a low Glycaemic Index (GI)3. Research shows that eating low-GI foods at breakfast may help prevent spikes in blood sugar levels throughout the morning and after the next meal of the day4. Including low-GI foods in your diet can also help you feel fuller for longer and reduce the need to snack between meals, which in turn will help with weight control.
New cereal launched with less sugar and a low GI
The good news for diabetics is that a new and tasty breakfast cereal has recently been launched in the UK that has reduced sugar, a low GI and a high fibre content. Containing whole-grain barley and oats, Keep Me GoingTM has a GI of just 505. It contains only 8.9% sugar, significantly less than many rival cereals – although the government’s new ‘traffic light’ food-labelling system has made this more difficult for consumers to spot. Explains Richard Paterson, Joint MD of the product’s manufacturer, Freedom Cereals, “Previously, foods needed to have a sugar content of over 15% to warrant a red rating in the front-of-pack labelling but, in the new system, only foods with over 22.5% sugar will get a red flag. This means that several leading breakfast cereals that market themselves as having a healthy profile but which would have been red-carded under the old system have now achieved an amber by the skin of their teeth. With the amber category being so broad – from just 5% to 22.5% sugar content – it’s very confusing for consumers.”
Also low in salt and fat – but not in taste
As well as a low GI and reduced sugar, Keep Me GoingTM is low in salt and fat, making it a really healthy way to start the day. The cereal contains SOLO® sea salt, which has 60% less sodium than regular salt, thereby helping to maintain a healthy blood pressure. In fact, with just 0.19% salt content, Keep Me GoingTM has less than a fifth of the salt present in many of the so-called healthier brands. The new cereal is naturally low in fat and its whole-grain barley and oats are also an excellent source of beta glucans, which can help to lower cholesterol levels. In addition, it contains chromium, which also helps in the maintenance of blood sugar levels. Says Richard Paterson, “What we’re really excited about is the fact that all this goodness – including added vitamins and minerals6 but absolutely no artificial colours or preservatives – is not at the expense of tastiness. In fact, we’re getting fantastic feedback from consumers about how good Keep Me GoingTM tastes.”
Pending listings with the major supermarkets, Keep Me GoingTM is being stocked by health-food wholesalers, The Health Store and Tree of Life, making it available at health-food retailers throughout the UK and Ireland including the Whole Foods Market chain of stores.
Notes for editors
1 According to the International Diabetes Federation
2 According to the Institute of Food Technologists (IFT). The IFT is a not-for-profit scientific society whose members are professionals in food science, food technology and related professions in industry, academia and government.
3 The Glycaemic Index (GI) is a ranking of foods containing carbohydrate based on their overall effect on blood glucose levels. Slowly absorbed foods have a low GI rating, whilst foods that are more quickly absorbed have a higher rating. Slowly absorbed carbohydrates can help even out blood glucose levels for people with diabetes.
4 As reported at the Institute of Food Technologists’ Wellness 12 meeting in March 2012
5 The GI was calculated as eaten but without adding milk; a with-milk value is likely to be significantly lower. This GI was independently calculated by Hammersmith Hospital, London, over a two-week period and using a team of volunteers.
6 Keep Me GoingTM is enriched with the vitamins C, E, B6, B12, Thiamin (B1), Riboflavin (B2), Niacin (B3), Folic Acid (B9), Biothin (H) and Pantothenic Acid (B5), as well as the minerals Magnesium and Chromium.
For more information, please contact:
Mr Richard Paterson, Joint MD
Freedom Cereals Ltd
E-mail: Richard@KeepMeGoing.net
Tel: 0207 491 9171
Freedom Cereals Ltd
Freedom Cereals Ltd recently launched Keep Me Going, a new and healthy whole-grain breakfast cereal with reduced sugar, low salt, low fat, high fibre and low GI (Glycaemic Index). Co-founder, Richard Paterson, is available for media interviews.
www.keepmegoing.net
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