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Et tu Arrowhead Mills?

French Toast, Toasted Almond and Chocolate are new

French Toast, Toasted Almond and Chocolate are new flavors of Arrowhead Mills “Squares” cereal at Whole Foods. (July 13, 2012) Credit: Newsday/Erica Marcus

In the Whole Foods cereal aisle last week, I came across three breakfast  cereals from Arrowhead Mills, one of the country’s leading producers of organic grains, meals and flours. The company’s 7-Grain hot breakfast cereal (wheat, oats, barley, soybeans, buckwheat, corn and millet) is one of my favorite ways to start the day. When you’re looking for kamut flour or flaxseed meal, Arrowhead Mills is usually there to provide it.

So I was fairly amazed to see Arrowhead Mills'  French Toast Squares, Toasted Almond Squares and Chocolate-Filled Squares, which were introduced last year and, according to the packages, are made exclusively for Whole Foods. Such flavors are not the sort of kiddie bait I expect from either Whole Foods or Arrowhead Mills. The Chocolate-Filled Squares contain 14 grams of sugar per cup, a little more than Post Cocoa Pebbles and the same amount as three Oreos. However, three Oreos have 160 calories, a cup of Chocolate-Filled Squares has 210.

The lesson here is that if you’re concerned about sugar in breakfast cereal, you can’t rely on a retailer or a manufacturer who, historically, has had the same concerns. As they say in the investment world, past performance is no guarantee of future results.

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