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FLAKE BRITAIN; We're cereal world beaters as the fry-up gets thumbs-down.

Britons are the world's biggest cereal eaters, a survey revealed yesterday.

Kellogg's Corn Flakes are our favourite start to the day as more and more ditch the traditional fry-up for a quicker and healthier alternative.

And it's not just at breakfast time. One in five bowls of cereal are now eaten at other times of the day.

Brits have eaten nearly 450,000 tons of it this year - that's 17lb each - to top the world table.

And spending, mainly at supermarkets, soared to pounds 1BILLION.

A spokeswoman for market analysts Euromonitor, who compiled the report, said: "It seems that everyone is leaving the old fry-up behind.

"With many mothers working now, there is no longer the time to cook a long breakfast."

Last night diet gurus hailed the findings. Expert Lyndel Costain said: "This is great news. Most breakfast cereals these days have added vitamins and minerals.

"On top of that, the milk poured on top is a good source of protein and calcium. They are very quick and convenient so people with busy schedules still have this important meal. Fry-ups are great fun now and again, but for the everyday breakfast cereal is best." A spokeswoman for the British Dietetic Association said: "We know kids perform better at school when they eat breakfast.

"And from my experience people who don't eat in the morning seem to pick more and eat the wrong food."

Kellogg's dominates the market with 44 per cent of sales, followed by Weetabix and Cereal Partners, makers of Shredded Wheat. Total sales have boomed from 389,000 tons in 1993 to a record 449,000 tons this year.

20

CORNY

FACTS

The packets of Kellogg's cereals eaten since 1906 would reach the moon and back 160 times.

The World's first Corn Flake was discovered by accident. Will Kellogg rolled some corn which had been soaked overnight. The corn flaked off the rollers and out of curiosity he baked them.

Kellogg was a scientist who discovered 75 kinds of food, including peanut butter. He also invented the electric blanket.

Over 1,647.7 million bowlfuls of Kellogg's Corn Flakes are eaten every year in the UK.

The company makes 240 million boxes a year.

It takes 140 days of sunshine to grow the corn which makes them.

The official mascot is Cornelius the rooster, who features on the front of the box.

Corn Flakes are enjoyed as far afield as Tonga, Argentina and Barbados.

A Survey in 1996 showed that French kids thought Kellogg's Corn Flakes grew in fields. Many asked to name a cereal crop named the breakfast favourite.

Sir Anthony Hopkins played the Kellogg founder's son, inventor Dr John Kellogg, in movie The Road To Wellville.

Baby Spice makes chocolate crunchies from the cereal.

The public would rather put their trust in a packet of Corn Flakes than in Parliament or the police, a study showed.

The Battle Creek Toasted Corn Flake Company was founded in February, 1906 by WK Kellogg.

An estimated 2,790 flakes can be found in each 500g box.

The original K sign was put up in 1966 - at 45 ft high the largest illuminated letter in Europe.

John Wayne always had a bowl before getting on his horse.

The company has used recycled packaging for 91 years.

It takes an estimated five minutes to eat a bowl of the cereal.

One of the most popular offers was a 1920s Kellogg's Jubilee Delivery van.

Anthea Turner and Liz Hurley love tucking into a bowl of Corn Flakes for breakfast.

1

pounds 112M

Dietician Lyndel gives market leader Kellogg's Corn Flakes eight out of ten.

Her verdict: "Lower in sugar than many. Quite a lot of vitamins and minerals.

"Fairly low in fibre but still low in fat."

2

pounds 66.1M

Second best seller Weetabix gets nine out of ten from Lyndel.

Her verdict: "They are lower in sugar and fat. Also a good source of fibre - always good news - and have the added vitamins and minerals, too."

3

pounds 65.8M

Kellogg's Frosties, No3 in the market, are given seven out of 10 by our expert.

Her verdict: "They are basically like Corn Flakes but with extra sugar. Same sort of vitamins and minerals and low in fat."

4

pounds 41.4M

Lyndel scores Kellogg's Crunchy Nut Corn Flakes seven out of 10.

Her verdict on the market No4: "Fairly high in sugar but that's not really an issue - many put sugar on cereals anyway."

5

pounds 38.8M

Fifth top seller Kellogg's Rice Krispies is awarded eight out of 10.

Lyndel's verdict: "Lower in sugar than a lot of cereals.

"It is low fat and fortified with vitamins and minerals."
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Copyright 1997 Gale, Cengage Learning. All rights reserved.

Article Details
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Author:Turner, Lucy
Publication:The Mirror (London, England)
Date:Dec 2, 1997
Words:781
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