Cereal maker’s sweet success


Breakfast food maker Kellogg’s says it is not resting on its laurels, despite winning a string of industry awards for one of its newest products.

The company’s recently released Golden Gaytime-flavoured Coco Pops last night won the Golden Cube (main picture) presented each year by the Australian Sugar Producers’ Association for the product epitomising the most unnecessary and excessive use of sugar.

In recent weeks the new breakfast cereal has also taken home major awards including a Golden Cavity statuette awarded by the Dental Filling Manufacturers’ Alliance, the Golden Bargearse award from the Australian Personal Trainer Association as well as the Golden Fat Kid award presented by the same association’s juvenile chapter, and the Golden Beach House presented by the Coalition of Financial Planners for Bowel Oncologists.

Despite the string of awards, Kellogg’s said it was pressing ahead with in-house research to improve its Golden Gaytime Coco Pops.

“We originally thought we couldn’t do better than to combine the tastes and flavours of a sugar-heavy cereal like Coco Pops with a sugar-heavy ice cream like a Golden Gaytime, but we must admit we were wrong,” company spokesperson Di Abetes said.

“In fact we’re now working on making our new award-winning product even better.

“I can’t say too much but we’re working on a production process that will see the sugar content of it and our other cereal products reach 100%. In fact our food technologists think they may even be able to exceed that figure.”

Ms Abetes rejected claims that the new Golden Gaytime Coco Pops proved breakfast cereals were nothing more than unhealthy, sugar-loaded foods with no nutritional value that threatened the health and wellbeing of consumers, especially children.

“Every parent knows the concept of ‘sometime’ foods and we always take the responsible path of promoting our products such as Golden Gaytime Coco Pops as a ‘sometime’ food,” she said.

“We recommend that parents allow their children to eat them sometime after waking up.”