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Breakfast CerealsBreakfast Cereals

Submitted to: Dr. N.S. Rathore Sir

Submitted by: Manish Kumar Bairwa (III year F.T.)

ContentsContents IntroductionIntroduction HistoryHistory Cereals with a Heart Disease Health ClaimCereals with a Heart Disease Health Claim Cereals with FruitsCereals with Fruits Cereals with a Weight Loss ClaimCereals with a Weight Loss Claim Essential Vitamins & MineralsEssential Vitamins & Minerals Other important ComponentsOther important Components Breakfast Cereals MarketBreakfast Cereals Market Popular Breakfast FoodPopular Breakfast Food

IntroductionIntroduction

A A breakfast cerealbreakfast cereal ( (cerealcereal) is a packaged breakfast ) is a packaged breakfast food. It is eaten cold, to be mixed with milk or water. food. It is eaten cold, to be mixed with milk or water. Cereals such as Cereals such as oatmealoatmeal may be served hot as may be served hot as porridgeporridge. Some companies promote their products for . Some companies promote their products for the health benefits from eating oat-based and high-the health benefits from eating oat-based and high-

fiberfiber cereals. cereals.

HistoryHistory

The first precooked cereal was probably invented in 1863 by The first precooked cereal was probably invented in 1863 by James Jackson. James Jackson.

He broke up hardened loaves of unleavened whole grain He broke up hardened loaves of unleavened whole grain bread into little pieces and served it for breakfast after bread into little pieces and served it for breakfast after soaking the brittle chunks overnight in milk. Jackson named soaking the brittle chunks overnight in milk. Jackson named this mixture granula. this mixture granula.

At first, most cereals were marketed as pure, whole-grain At first, most cereals were marketed as pure, whole-grain foods. Eventually, however, competition resulted in the foods. Eventually, however, competition resulted in the addition of sugar and other addition of sugar and other food additivesfood additives substances added substances added to foods by manufacturers to prevent spoilage or to enhance to foods by manufacturers to prevent spoilage or to enhance appearance, taste, texture, or nutritive value. By quantity, the appearance, taste, texture, or nutritive value. By quantity, the most common food additives are flavorings, which include most common food additives are flavorings, which include spices, vinegar, synthetic flavors.spices, vinegar, synthetic flavors.

Cereals with a Heart Disease Health Cereals with a Heart Disease Health

Claim:Claim: These breakfast cereals claim to "help reduce the risk These breakfast cereals claim to "help reduce the risk

of heart disease" and yes they possibly can. These of heart disease" and yes they possibly can. These claims are approved by the FDA as these cereals claims are approved by the FDA as these cereals contain certain heart-health friendly ingredients such contain certain heart-health friendly ingredients such as as whole grainswhole grains, , psylliumpsyllium and and oatsoats. They are usually . They are usually low in fat and high in low in fat and high in fiberfiber. Examples are cereals . Examples are cereals containing 100% wheat or bran, oat bran and containing 100% wheat or bran, oat bran and barleybarley. . Unlike the refined corn or rice cereals, these whole Unlike the refined corn or rice cereals, these whole grain cereals are not as rapidly digested and absorbed. grain cereals are not as rapidly digested and absorbed.

Cereals with Fruits:Cereals with Fruits:

Many cereals now have been added with real Many cereals now have been added with real freeze-dried freeze-dried berriesberries, apples and bananas. , apples and bananas. However, fruits are usually added in low-fiber However, fruits are usually added in low-fiber refined-grain cereals. Therefore it is a better refined-grain cereals. Therefore it is a better option if you toss in your own fresh fruits to option if you toss in your own fresh fruits to high-fiber cereals. However, this type of high-fiber cereals. However, this type of cereals is not a bad choice, if you are trying to cereals is not a bad choice, if you are trying to lure your kids away from eating the sugar-lure your kids away from eating the sugar-loaded frosted cereals.loaded frosted cereals.

Cereals with a Weight Loss Claim:Cereals with a Weight Loss Claim:

Eating breakfast is an effective strategy in managing and Eating breakfast is an effective strategy in managing and reducing weight. Children and adults who eat breakfast, reducing weight. Children and adults who eat breakfast, particularly breakfast cereal, are less likely to be overweight particularly breakfast cereal, are less likely to be overweight than their counterparts who skip breakfast, as eating breakfast than their counterparts who skip breakfast, as eating breakfast cereal promotes the feeling of being full for longer so reducing cereal promotes the feeling of being full for longer so reducing mid-morning cravings for fatty snacks. Other evidence also mid-morning cravings for fatty snacks. Other evidence also suggests those who eat cereal for breakfast have a significantly suggests those who eat cereal for breakfast have a significantly lower body mass index compared to people who skip breakfast lower body mass index compared to people who skip breakfast or eat other foods, such as meats and/or eggs.or eat other foods, such as meats and/or eggs.

Essential Vitamins & MineralsEssential Vitamins & Minerals

Eating breakfast cereals with milk is one of the easiest Eating breakfast cereals with milk is one of the easiest ways to increase calcium in the diet.ways to increase calcium in the diet.

Fortified breakfast cereals are an excellent source of folic Fortified breakfast cereals are an excellent source of folic acid, on average contributing 15% of the daily intake.acid, on average contributing 15% of the daily intake.

Fortified breakfast cereals are an important source of Fortified breakfast cereals are an important source of vitamin B12 for vegans and vegetariansvitamin B12 for vegans and vegetarians

Fortified breakfast cereals are the main dietary source of Fortified breakfast cereals are the main dietary source of thiamin (vitamin B1), providing 14% of overall daily thiamin (vitamin B1), providing 14% of overall daily intakeintake

Fortified breakfast cereals contribute significant amounts Fortified breakfast cereals contribute significant amounts of riboflavin and niacin on average providing 15% and of riboflavin and niacin on average providing 15% and 10% of daily intake respectively.10% of daily intake respectively.

13% of the average daily intake of vitamin B6 is obtained 13% of the average daily intake of vitamin B6 is obtained from fortified breakfast cerealsfrom fortified breakfast cereals

Fortified breakfast cereals contribute 13% of the average Fortified breakfast cereals contribute 13% of the average daily vitamin D intake in men and women, 20% of the daily vitamin D intake in men and women, 20% of the average daily vitamin D intake in girls and 24% in boys1average daily vitamin D intake in girls and 24% in boys1

The contribution of breakfast cereals to vitamin D intake The contribution of breakfast cereals to vitamin D intake is particularly important during the winter months when is particularly important during the winter months when vitamin D is not obtained from the sun vitamin D is not obtained from the sun

Contd…..

Other important ComponentsOther important Components SaltSalt- on average they contain only 0.32g of sodium per 100g, - on average they contain only 0.32g of sodium per 100g,

which equates to less than 5% of the average adult daily intake.which equates to less than 5% of the average adult daily intake. FiberFiber-Cereal fiber has important water retaining properties that -Cereal fiber has important water retaining properties that

help prevent constipation and keep the large intestines healthy. It help prevent constipation and keep the large intestines healthy. It also helps to promote the feeling of fullness after a meal and may also helps to promote the feeling of fullness after a meal and may therefore help reduce cravings for snack foods and aid weight therefore help reduce cravings for snack foods and aid weight control. control.

CarbohydratesCarbohydrates: They provide fuel for the body and many foods : They provide fuel for the body and many foods rich in whole-grain carbohydrates are good sources of essential rich in whole-grain carbohydrates are good sources of essential vitamins and minerals. Eating breakfast cereal, which is low in fat vitamins and minerals. Eating breakfast cereal, which is low in fat and high in carbohydrate, promotes the feeling of being full for and high in carbohydrate, promotes the feeling of being full for longer so reducing mid-morning cravings for fatty snacks. longer so reducing mid-morning cravings for fatty snacks.

Breakfast Cereals MarketBreakfast Cereals Market

The breakfast cereal industry has gross profit margins The breakfast cereal industry has gross profit margins of 40-45% of 40-45%

Breakfast cereal category has been growing – in the Breakfast cereal category has been growing – in the period between 2003 and 2007 the category, period between 2003 and 2007 the category, according to industry players, has doubled to the according to industry players, has doubled to the current level of approximately Rs 250 crore. current level of approximately Rs 250 crore.

India, the largest player in the ready-to-eat cereals India, the largest player in the ready-to-eat cereals category with a 70 per cent value share.category with a 70 per cent value share.

Oats constitute 30 per cent of the breakfast cereals in Oats constitute 30 per cent of the breakfast cereals in volumes and 18 per cent in value terms of the volumes and 18 per cent in value terms of the category while the top four brands constitute 90 per category while the top four brands constitute 90 per cent of the oats market. cent of the oats market.

Popular Breakfast foodPopular Breakfast food In India, a popular breakfast combination is In India, a popular breakfast combination is pohapoha and and milkmilk. .

Poha is flattened rice flakes or wheat flakes and mixed with hot Poha is flattened rice flakes or wheat flakes and mixed with hot milk, sugar or jaggery and a minute quantity of cardamom, milk, sugar or jaggery and a minute quantity of cardamom, making a wholesome breakfast. This is very popular in West making a wholesome breakfast. This is very popular in West India. India.

In North India, a similar breakfast is Dalia, made with whole In North India, a similar breakfast is Dalia, made with whole wheat grits. It can be made both sweet(cooked in milk with wheat grits. It can be made both sweet(cooked in milk with sugar) or salty (cooked in water using vegetables). The South sugar) or salty (cooked in water using vegetables). The South Indian staple breakfast is idli, sambar, dosa and vada. These Indian staple breakfast is idli, sambar, dosa and vada. These preparations need preplanning as the batter has to be prepared preparations need preplanning as the batter has to be prepared the day before and left to ferment. the day before and left to ferment.

A dish called Upma made from (Rava) Semolina is commonly A dish called Upma made from (Rava) Semolina is commonly eaten which is very easy to prepare. Apart from Rava, Upma is eaten which is very easy to prepare. Apart from Rava, Upma is widely made with Rice Rava, Vermicelli and Cous-cous also.widely made with Rice Rava, Vermicelli and Cous-cous also.