Eating breakfast cereals containing vitamins and minerals makes a nutritional contribution to the diet.

• People who eat any type of breakfast regularly have significantly higher intakes of almost all vitamins and minerals (especially calcium, iron and zinc) than people who routinely skip breakfast. Given that large numbers of Australians eat breakfast cereals which include vitamins and minerals for breakfast, it is reasonable to assume that the vitamins and minerals in them are making a contribution to this finding.
• People who eat breakfast cereal are much more likely to have diets that are adequate in vitamin A, riboflavin, calcium, iron and zinc than people who don’t eat breakfast cereal.
• Breakfast is especially important for children and teenagers, providing more than 40% of their daily requirements of protein, vitamin A, vitamin C, thiamin, riboflavin, niacin, iron and magnesium.

Cereals which include vitamins and minerals cannot compensate for a poor diet but can assist in meeting requirements for specific vitamins and minerals. Kellogg supports the consumption of breakfast cereals as part of an overall balanced and healthy diet rich in grain based foods, fruit and vegetables and with moderate amounts of lean meats and low fat dairy products.