Unlike many children's breakfast cereals, Paw Ridge contains no artificial colours, flavours or preservatives. It uses the best quality oats and mills them extra finely, creating a smoother and creamier porridge. The entire range also meets the nutrient profiling model developed by the FSA and OFCOM to ensure only healthy products can be advertised to children.
Responding to the high levels of salt and sugar in many children's cereals, Which? - the consumer campaigning organisation - has frequently criticised products currently on offer for children's breakfasts. In April 2009 Which published a call to action: 'Going Against the Grain'.
Anna Butterworth from Which? said:
"Parents keep telling us that they want healthier choices, but until now we've found that almost all cereals aimed at children are unhealthy. It's great that Quaker has bucked the trend of serving up sugar and salt-laden cereals to kids, something we've been calling on for years."
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