Your morning bowl of muesli might not be the health kick you imagine, with some premium brands actually containing more sugar than chocolate-based cereals. A recent investigation by Which? has exposed the nutritional reality of 86 popular products sitting on our supermarket shelves.
While many of us reach for muesli to start the day well, researchers found that expensive packaging doesn’t always equal a better diet. Surprisingly, some luxury options scored lower than Nestlé’s KitKat cereal, which contains 24.9g of sugar per 100g and received a health score of 56 out of 100.
The products were assessed using the 2004 Nutrient Profiling Model (NPM). This system calculates healthiness based on fibre, protein, sugar, and saturated fat to give each product a definitive score, writes Hannah Geissler on the Express.
MORE FOR FOODIESThe muesli brands scoring lower than chocolate
The study revealed that several ‘wholesome’ brands struggled to compete with processed treats when it came to sugar and fat levels. Here are the products that raised eyebrows:
Mornflake Classic Fruit and Nut Muesli: Scored 60, largely due to high sugar content (18.5g per 100g) from dried fruit.Eat Natural Gluten Free Buckwheat Toasted Muesli: Scored 50, containing 15.3g of sugar and 7.4g of saturated fat per 100g.Raw Gorilla Keto Mighty Muesli: The lowest performer with a score of 46, cited for being high in calories and saturated fat (12.2g per 100g).
Which? nutritionist Shefalee Loth said: “Muesli remains a solid option for a balanced breakfast, thanks to its combination of convenience and fibre. However, not all blends are created equal.
“Expensive price tags, premium branding, and wellness buzzwords don’t guarantee nutritional value. In fact, the healthiest options are often the simplest and the cheapest, so it’s worth reading the small print if you are worried about sugar or saturated fat.”
Hidden sugars and the ‘Keto’ catch
The investigation highlighted how ‘no added sugar’ labels can be deceptive since dried fruit still contributes to a high overall sugar count. Additionally, specialist diets like Keto often swap sugar for high-fat ingredients like coconut, which can impact heart health scores.
A Mornflake spokesperson defended their range, noting that more than 90% of their products are HFSS (High in Fat, Sugar, and Salt) compliant. They added: “The product reviewed is one of only a small number classified as HFSS, but it contains no added sugar and is high in fibre. We provide clear ingredient and nutritional information, including front-of-pack labelling, so shoppers can make informed choices.”
A spokesperson from RawGorilla said: “Comparing a specialist keto product to sugary ultra-processed cereals highlights the limits of the NPM method, a ‘one-size-fits-all’ mathematical model.
“Unlike refined cereals, which cause a quick sugar spike, our ingredients provide slow-release energy. We urge shoppers to look past the maths and read the ingredients list; real health is about the quality of the food, not just a calorie count.”
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