(P35-07-26) An Accountability Evaluation for Ready-to-Eat Cereal Firms to Promote Healthy Products and Use Responsible Marketing to Reduce Non-Communicable Disease Risks, 2015-2025

Objectives:

Background: Fortified ready-to-eat (RTE) breakfast cereals are convenient, affordable, and nutrient-dense products that may reduce non-communicable disease (NCD) risks. The global RTE breakfast cereal market was $65 billion U.S. dollars in 2024. Corporate accountability evaluations may influence RTE cereal firms’ business practices by publicly sharing evidence-informed performance targets and actions to support sustainable healthy diets and reduce NCD risks for populations.

Objective: Conduct an accountability evaluation for RTE cereal manufacturers to improve healthy product profiles, shift portfolios and sales, and use responsible marketing practices over 10 years.

Methods: We used the PRISMA-ScR scoping review protocol to search six electronic databases and grey literature sources (January 2015 to December 2025). We used a five-step accountability framework (i.e., set, take, share, hold and respond) and assigned a progress score (i.e., none, limited, some and extensive) for each step. Step 2 examined healthy product profiles, healthy portfolios, responsible marketing and accurate health claims.

Results: Six transnational cereal manufacturers dominate the global RTE cereal market: Post Consumer Brands, Kellanova, Kellogg’s Company, Quaker Oats Company/PepsiCo, and General Mills and Nestlé Global (Cereal Partners Worldwide). Of 3763 records identified, we selected, categorized, analyzed and summarized 35 peer-reviewed studies and 27 gray-literature reports for 21 countries. Limited progress was made to appoint an empowered body to establish corporate performance targets (set the account); some progress for assessment and communication (take and share the account); limited progress for enforcement to address underperformance (hold to account); and no progress to strengthen corporate accountability processes (respond to the account).

Conclusions: RTE cereal manufacturers must improve healthy product profiles, accelerate portfolio shifts and sales, and use responsible marketing to reduce NCD risks for populations.

Funding Sources: Partial funding was received for the Department of Human Nutrition, Foods and Exercise at Virginia Tech for salary support to complete this manuscript.