An Open Letter to Uncle Toby's, Woolworths, Coles and IGA Regarding Uncle Toby’s Vanilla Cheerios
Dear Uncle Toby's, Woolworths, Coles and IGA,
We are writing to share our concerns about the recent loss of Uncle Toby’s Vanilla Cheerios (also known as Low Sugar Cheerios) from Australian stores, and to ask you to consider restoring them to the cereal aisle.
I am Dr Kyla Smith, Paediatric Dietitian, and I represent thousands of Australian parents who are devastated to lose this cereal. I have spoken to so many parents who buy this cereal every week to serve at breakfast and as a snack, and who panic-bought remaining stock once they were alerted to the discontinuation.
There is also significant support for this cereal from paediatric nutrition experts across the country. You will find these names at the bottom of this letter.
We understand that space in the cereal aisle is highly competitive, but Vanilla Cheerios are unlike any others.
Here’s why we love them:
- It’s one of very few cereals that have less than 10g of sugar per 100g. In comparison, Honey Cheerios contain 4.3 times as much sugar (17.8g/100g) and the Original Cheerios contain 3.5 times as much sugar (14.4g/100g) as the Low Sugar version.
- The Vanilla Cheerios have more fibre per serve than the other varieties and more than most other cereals, with a whopping 5.1 g per serve. This is about 30% of toddler’s (1-3 years), 25% younger children’s (4-8 years), and 20% of an older children’s (9-13 years) daily fibre target.
- They are one of the only calcium containing cereals, which is important for dairy-free children.
- The Vanilla Cheerios are significantly fortified with iron, equivalent to Weet-Bix.
- The shape and texture is incredibly helpful for young children practicing pincer grip when softened with milk or eating as a dry snack.
- There are no other dry snack options like this cereal.
- This cereal is an important and nutritious safe food for many neurodiverse children. It is not easy to find a plain, dry, white coloured food that packs a nutritional punch like these.
With the growing focus on healthier food options right across the supermarket aisles, we believe there’s a real opportunity for a supermarket to differentiate themselves by offering this product as an exclusive, in order to appeal to Australian parents who are conscious about what they feed their kids.
I’d love to speak more to you about this.
Kindest,
Dr Kyla Smith, APD, AN
Paediatric Dietitian
Supported by:
Dr Gemma Coleman
Paediatric Dietitian
Kat O’Brien
Paediatric Dietitian
Gina Journet
Paediatric Dietitian
Dr Laura Stephens
General Paediatrician
Ashleigh Doig
National Manager Health and Wellbeing
Chealsea Green
Nutritionist
Lana Hirth
Dietitian
Dr Asha Ford
GP
Dr Rebecca Bennett
Public Health Nutritionist
Karis Glavinas
Senior Dietitian
Lauren Georgiou
Dietitian
Rebecca Stafford
Senior Dietitian
Vinitha Rodwell
Dietitian
Gemma Vine
Paediatric OT
Dr Romi Gordon
GP
Dr Kaitlin Duell
Paediatrician
Dr Amanda Gibbons
GP
Jessica Flynn
OT
Dr Danielle Scoones
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GP
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GP
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GP
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GP
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Dietitian
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Dietitian
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GP
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GP
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OT
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GP
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GP
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Paediatric Dietitian
Azar B-Nejad
Senior Dietitian
Ashleigh Mitchell
Nutritionist
Meg Warren
Paediatric OT
Alexandra Harman
Dietitian
Laekin Rose
Dietitian
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