Culminating Group Project for Food Studies EDCP 493

Shreddies Food analysis

Alt text Shreddies

A. Nutrient analysis and nutritional issues associated with this food ( Terri )

Shreddies Whole Grain Cereal produced by Post Canada is a merchandise which is a work and packaged breakfast cereal that consists of dried malt hale grain wheat squares. The belittled malt squares are fibers of inter-woven whole granulate pale yellow. here is a list of the products ingredients :

  • 94.9 % whole grain wheat
  • Sugar
  • Invert sugar syrup
  • Barley Malt Extract
  • Salt

The keep up vitamins and minerals are contained in Shreddies : Niacin, Pantothenic Acid, Vitamin B6, Riboflavin ( B2 ), Thiamin ( B1 ), Folic Acid ( Folacin ), Vitamin B12 and Iron.

Reading: Shreddies

Shreddies is marketed and known as a breakfast cereal by consumers. When considering if this product is a good informant of nutrition this should be taken into bill since no single food should stand when considering total nutrition. Shreddies is an detail which falls under the boodle and cereal category in the Eaingt Well with Canada ’ s Food Guide. The food guide places the cereal product in the grains category because the main ingredient of the grain originates from the agricultural grain foundation. Health Canada suggests “ eating a variety of whole grain products which are low in fat, sugar and salt ” ( Health Canada ) as one of the tips when eating whole derive cold cereal and to eat within the guidelines for your historic period and gender. This information can be found by clicking on the following grain products per day connection. ( hypertext transfer protocol : // ) other beneficial components to Shreddies Whole Gain Cereal are the high fiber content, the high iron the high B building complex vitamin content and the low fat contentedness in each helping. ‘ High fiber’ : A serve of Shreddies has 12 % of the character recommended in a daily diet. high character is an significant chemical element in the alimony of the digestive arrangement, and the prevention and management of cholesterol, diabetes, and nutrition assimilation levels ( University of Maryland : Fiber ) Some sources suggested the amount of daily fiber should be 25 to 30 grams per day, since Shreddies has 3 grams of fiber per serving we estimate that it would be a relatively good source of character within the grains food group. This become a very important consideration in Canada ’ s native autochthonal populations ( First Nations and Inuit ) as these populations have higher incidences of heart disease and type 2 diabetes compared to the general canadian population. As statistics show “ Heart disease is 1.5 times higher ; Type 2 diabetes is 3 to 5 times higher among beginning Nations people and rates are increasing among the Inuit ”. ( Health Canada ) ‘ Iron’ : A suffice of Shreddies has 25 % of the recommend day by day allotment in a daily diet. Iron is an important mineral in the body that allows the blood to carry oxygen to the blood cells. Iron possibly the numeral 1 mineral insufficiency according to the World Health Organization. ( University of Maryland : iron ) Of the two types of sourced iron ( heme and non-heme ) wholly grains are sources of non-heme iron and are better absorbed by the body in concurrence with other nutrients such as vitamin C. ( University of Maryland ) Eating in combination and variety of healthy food is further attest for eating Shreddies in combination with other foods, such as fruits, and orchestrating a variety of foods during any meal. ‘ B vitamins’ : The high B vitamin contentedness is important for the body to convert carbohydrates into a glucose energy beginning for the body a well as metabolizing fats and protein for the torso. noticeable values of B vitamins are health skin, hair, eyes, and liver adenine well as by rights functioning genius and aflutter systems ( University of Maryland ) The presence of Thiamine ( B1 ), is peculiarly significant as an “ anti-stress vitamin because it may strengthen the immune system and improve the consistency ‘s ability to withstand nerve-racking conditions ”. ( University of Maryland ) Two nutritional areas to be concerned with regarding this product are the processed sodium and sugar contents of the packaged product and the consumer additions of sugar during consumption. A serve of Post Canada ’ s Whole Grain Shreddies contains 180 milligram of sodium or 8 % of the suggest daily consumption for sodium and 5 gram of boodle. These rates would change depending on type and brand name Shreddies purchased as there are a variety of Shreddies which are manufactured globally.
The follow food label shows the psychoanalysis of a 30 gram service of Shreddies Whole Grain cereal.
Nutritonal Facts Serving Size : 2/3 cup ( 30g ) Calories 110
%Daily Value

Total Fat 0.5g


Saturated Fat 0g


Trans Fat 0g


Cholestorol 0mg

Sodium 108mg

Total Carbohydrate 25g

Dietary Fiber 3g


Sugars 5g

Protein 3g


%Daily Value



Thiamin B1


Riboflavin B2


Niacin (B3)


Vitamin B6


Folic Acid (Folate)




Panthotemic Acid




Est. Percentage of Calories from:







An authoritative religious and cultural consideration when choosing Shreddies by some consumers is the product documentation by the Kashruth Council of Canada signifying that the intersection has been strictly supervised and monitored to meet religious observances of kosher dietary laws in Canada. “ Kosher items are strictly moderated by the Kashruth council of Canada using the latest scientific engineering ”. ( Kashruth, 2010 )

What is required to prepare it ?

Shreddies is much eaten with a combination of fruits, yield juices, dairy products and beverages. A survey by the Daily Plate website reports the keep up items as items frequently eaten with Shreddies :

  • 1% Milk, 110 Calories, 2.5g Fat, 13g Carbs, 8g Protein
  • Skim Milk, 80 Calories, 0g Fat, 12g Cabs, 8g Protein
  • Banana, 121 Calories, .45g Fat, 31g Carbs, 1.4g Protein
  • Coffee, 2 Calories, 0g Fat, 0g Carbs, 0.3g Protein

It is our trace that old age, gender, health requirements and energy needs be considered when choosing combination foods. One typical combination eaten with Shreddies might be a gloomy fatness milk intersection to be poured over the peak, no further boodle added as a topping, a slope smasher of chosen mix fruits and a methamphetamine of citrus fruit juice to increase the iron absorption levels and vitamin C nutrients. feeder countries have a big issue of processed cereals which the consumers may choose both in the hot and cold variety. Processed high character whole granulate cereals with low to no total carbohydrate or fat are the good choices for nutritional health. Reading the food nutriment labels helps the consumer identify nutritional components necessary for their needs. by and large speaking, processed products with few ingredients may be a more healthful direction for consumers to identify and manage a balance daily nutritional design. In our appraisal we consider a 30 gram serve of Shreddies as a alimentary helping of a whole ingrain food using the “ Eating Well with Canada ’ s Food Guide ” guidelines. This food can serve as a contribution to a well balanced diet when eat in concurrence with a kind of other natural solid foods within the “ Eating Well with Canada ’ s Food Guide ” for nutrition and energy consumption for the alimony of full health .

B. An analysis of the manufacturer ( Megan )

In 1892, the worldly concern of cereal was launched through the creation of a machine that pressed wheat into bantam shred-like strips. This machine was developed by Henry Drushel Perky and William Harry Ford. In 1904, Perky renames the company the Shredded Wheat Company, which in the lapp class comes to Canada with a plan in Niagara Falls, Ontario. post Cereals started in 1985 with C.W. Post making his first batch of “ Postum ” in a barn in Battle Creek, Michigan. Postum was a beverage made from cereal. C.W. post does not stop with his cereal beverage and moves on to create one of the first ready-to-eat cold cereals called Grape-Nuts cereal in 1897, and Post Toasties in 1908. even though C.W. Post died in 1914, he left behind an innovative market proficiency that brought popularity to cereal products. What would be considered common practice in industries today, C.W. post used marketing techniques such as coupons, recipe books, complimentary samples, and product demonstrations ( Post Foods Canada, 2009 ). From 1925 to 1929, Postum ( as the company was called ), expanded its lineage to include sixty unlike products by acquiring over a twelve companies. The parent company was then called General Foods, which remained its identify for the next sixty years, but is now called Post Foods in the United States and Post Foods Canada in Canada. Shreddies, which was first created in 1939, is merely found under Post Foods Canada in the Niagara Falls establish ( Post Foods, 2008 ). Post Foods has become one of the earth ’ sulfur largest cereal companies and has one of the oldest and largest cereal manufacture plants in the world. They rank in the exceed 3 in the cereal diligence market contribution and even continue to grow their business. In 2008, Post joined with the Ralcorp Holdings Inc. Today, Post products remain a common and recognizable product in most homes across North America ( Ralcorp, 2009 ). doctrine of Post Foods :

  • Safety First
  • Premium Quality
  • Excellent Customer Service
  • Continual Improvement of Productivity

C. How the intersection gets from farm to table or airfield to fork ( Meagan )

Shreddies are sold in the United Kingdom, Ireland, Canada and New Zealand. For the purposes of this discussion, entirely packaged product sold in Canada will be discussed in astuteness. Shreddies was first gear produced in Canada in 1939 at a central Nabisco factory in Niagara Falls Ontario ( Wikipedia ). Today, owned by Ralcorp International and produced by Post Canada, Shreddies are produced and distributed in Canada entirely from this localization ( Wikipedia ). Marketed as a whole grain cereal, Shreddies has a minimal number of ingredients : Whole grain wheat, sugar/glucose-fructose, and natural relish, strategic arms limitation talks. In Canada, all Shreddies are produced in Post ’ mho Niagara Falls implant, located an hour outside of Toronto ( Ralcorp Holdings INC n.d ). Wheat, as the chief ingredient in Shreddies will be the ingredient that is examined most thoroughly. pale yellow is about entirely ( 95 % ) grow in the Southern Prairies, with 60 % coming from Saskatchewan. ( Campbell ) As a nation we have over 121 000 farms comprising 11 million growing hectares but only use 1/3 of what is grown, exporting the remaining. The modal farm size on the Prairies is 730 acres but in recent years there has been a drift towards larger, commercial farms with more than 250 thousand dollars in sales each year ( Campbell ). This is a sharp contradiction to holocene studies indicating that smaller farms both produce more food but are besides are more effective and less damaging to the environment than big scale commercial operations ( Montgomery ). Despite this vogue to increase farm size, canadian wheat is very high quality with nonindulgent regulations governing its production. frankincense buyers frequently blend it with “ weak ” and less expensive imported varieties to cut their expenses ( Campbell ). Because of this practice, specifically identifying the beginning of the pale yellow used in Shreddies is unmanageable. wheat farmers in western Canada are not permitted to sell their pale yellow directly to purchasers. In order to maintain quality and high prices, the Canadian Wheat Board regulates buying and selling. Farmers must first deliver the product to one of the boards storage facilities where it is then graded, and cleaned before being resold ( Parkinson ). grain elevators operated by the CWB are located throughout the prairies and farmers are creditworthy for moving the pale yellow either by train or by conveyance truck to the elevator of their choice. This transmit comprises the largest part ( along with fertilizer ) of a farmer ’ second annual expense, as they must pay out of pocket to have the grain shipped to the CWB holding facilities. ( Wilson ) While this extra enchant to the CWB holding facility does increase both the fiscal and environmental monetary value of producing Shreddies, passing the wheat through the CWB allows the person farmer to have more security around the prices they sell their product for, and the sum that they can sell. The majority of Canada can be served by rail or road. Air travel is necessary for towns and cities in the army for the liberation of rwanda North and ferries are needed to serve Islands on both the East and West coasts. For the purposes of the calculating distances traveled, some assumptions must be made. As the huge majority of pale yellow is grown in Southern Saskatchewan, the town of Mossbank Saskatchewan has been selected. A farmer growing pale yellow in this town would first have to move their harvested crop to the CWB elevator. As Mossbank has a CWB elevator, this distance would be nominal. From Mossbank, Niagara Falls is approximately 2700 kilometer by rail or road. Using the miles calculator at The Falls Brooks Center ( hypertext transfer protocol : // ), this tripper is estimated to produce 0.7 kilogram of CO2 per kilogram of wheat carried via hand truck and 0.1kg of CO2 per kilogram carried by train. From Niagara Falls, distribution across Canada via truck, plane, train and boat can double, or even triple the total of CO2 produced, depending on the final examination address of the Shreddies. Examples of total distances are shown below. Vancouver BC : 4500 kilometer ( via the United States ) Whitehorse yukon : 4500km ( via the United States ) Toronto : 128km St. John ’ s 2700km ( via the United States and using a ferry ) Quebec City : 900km Winnipeg : 2000km

D. Methods and issues associated with each separate of the chain ( Terri )

Shreddies can be looked on as an model of how the linage of brand name products get transferred from one large company to another until consumers no long know the history or intersection predilection to make judicious choices with their buying power. When there is such confusion and bodied privacy for the consumers to be knowledgable in the products they are consuming, it is alone the policy makers and whistle blowers that can than inform the public regarding large scale improprieties. Although it is understand that corporations need to retain profits in a competitive field, it becomes corporate ethics, creative neuvue manufacturing serve, corporate government and national and ball-shaped sustainability projects that will contribute to protect within the chain of ball-shaped food security. Agriculture Canada states that “ Innovation is considered one of the critical determinants for improved competitiveness and economic performance of the food action industry, if Canada is to meet the challenges of the quickly changing ball-shaped food market and to exploit recess markets for products and remain competitive in the long run ”. ( Agriculture and Agri-Food Canada ) These areas need to be reinforced by ethical governing policies and recourse. Processing The Canadian Grain Commission ‘s Grain Research Laboratory is a canadian centre for apply and basic research on the quality of a kind of grains. It conducts studies on commercial march, using its pilot-scale malt plant, are developing new durum wheat varieties. All grain-based products, domestic or imported, are subject to the Food and Drugs Act and Regulations, which are enforced by the canadian Food Inspection Agency. The cook flour mix and breakfast cereal diligence in Canada has two sectors. The breakfast cereal sector manufactures cereals, either uncooked or ready-to-eat. Blends of wheat are used extensively in these sectors. ( Agriculture and Agri Food Canada ) many varieties of Shreddies either use a malt cereal process or use additions of malt extract. We could not find if canadian manufactured Shreddies uses Malting. If malt is used the grains would develop enzyme through the germination procedure that turn the starches into starches and sugars such as maltose through the pull germination process of malting. The result rootlets would then be removed and recycled into valuable animal feed. ( Euro ) The malt work provides coloring material and spirit to the product. There is besides a possibility that malting distill may besides be used in the flavorer of products. The malt educe is the filter and evaporate dulcet liquid that is extracted and evaporated during the germination process which contains by and large maltose ( malt sugar ) from the malting work of barley or pale yellow. Malting preserves the natural characteristics of solid grain and extracts are alimentary and running to processing. ( Ago ) ( Vitamin B, and used as a alternate for polish sugar, and amino acids. ) Processing information is very unmanageable to discover on Shreddies. The following broad compass procedure are used in the production of Post cereals are

  • flaking,
  • shredding, and
  • gun-puffing” (Ralcorp)

Some other industrial methods of processing dry breakfast cereal can include :

  • Dry rolling: cheap, but dusty
  • Steam rolling: same efficiency, but better palatability
  • Fine grinding: hammer mill for impact grinding
  • Pelleting: force material through die

A collection of letters written to the UK Nabisco company regarding disclosure of data on the fabricate Shreddies can be found at the follow link. hypertext transfer protocol : // The company states that it can not disclose any of the march nor manufacture process to consumers based on an commitment to its shareholders and business regarding the company ’ s competitive edge.
Labour: The canadian Agriculture and Agri-Foods department has a survey document outlining the “ structure of the canadian FFN industry, then reviews the labor and capital inputs, the business relationships and intellectual property rights and ends with the impact of regulations in the canadian FNN industry ”. ( Agriculture and Agri Foods )
Sustainability: Ralcorp is concerned and actively working towards the trace sustainability issues :

  1. Environmental sustainability: energy consumption, materials management regarding recycling and packaging
  2. Social Sustainability: Employee Safety, Health and Wellness, and Community Involvement.

Community projects include:

  1. Canadian Children’s Food Initiative: distribution of perishable food to Northern Canadian communities in partnership with Canadian Postal system. (Advertising Standards Canada, 2009):

Marketing: Until recently the marketing of Shreddies had been directed towards a youthful population until recently. Statistics show that children contribute to the family choice of purchased family food budget by 80 %. ( Children ’ s Institute of Health Research ) This statistic has an effect on how companies market, advertise, and issues of food insecurity in Canada. many of the concerns regarding food nutritional insecurity in Canada are supported with statistics from the 2004 Canadian Community Health Survey that cites, “ approximately one-fifth of canadian families ( around 1.4 million people ) live with food insecurity. ” ( CIHR ) These statistics relate in association to variety, quality, measure and food cost. Quantity of low price of food without timbre, and kind of nutritional legal food contributes to food insufficiecy, child and adult fleshiness, and hapless health. CIHI ) recently Ralston Foods has partnered with retailers to grow their in-store categories through custom package invention, in-store market, couponing, promotions, and more. ” ( Ralcorp, 2010 )
Advertising: Since such a marketplace respect is dictated by children, advertise campaigns are based on reaching the marketplace share. Advertising techniques such as :

  • children’s cartoon iconography: Freddy and Eddy Shreddie. Around 1993, their appearance changed to that of a younger youthful age complete with baseball caps and they also grew hair and legs.
  • inclusion of jingles “Good Good Whole-Wheat Shreddies”.

research shows that “ children prefer food that is distanced from world in that the more artificiality that can be get in touch with food, the greater the entertainment value and desire for the food. “ The course has been a go away from teaching healthy eating habits, and educational information towards artifical fun food based on entertainment, sports and beguilement ”. ( Elliot ) By the late 1990s, the characters were discontinued in all ad and packaging. The cereal is now marketed as an “ adult ” cereal. In January 2008, the company started a new ad campaign for newly “ diamond Shreddies ”. ( Macleans, May 2008 ) Consumer reaction to the campaign has translated into a statistically significant sales increase, according to at least one media report on the political campaign ‘s success. The campaign won the 2008 Grand Clio Award for Integrated ( i.e. multiple media ) Campaign .

E. Food safety issues ( Natasha )

E1. Related to the food product

  • Nestle Shreddies keeps track of each box or cereal they produce by labeling it with a track number. This number can tell the manufacturers where the ingredients for that batch came from.
  • The product does not contain any genetically modified materials.
  • Everything in the product is natural. (Accidents at work)

E2. Related to the ingredients in the food product

  • There are over 500 farms in the UK which produce grains for Shreddies, these 500+ farms sell to 5 traders who in turn sell to the Post Shreddies Company. (Warrick & Gavin)
  • Very little information is given out about the production methods each farm takes, however a generalization on agricultural farms in the UK is that:
      • They use many chemicals to maintain wheat growth
      • Pesticides are continuously causing deaths to farm workers
      • Main safety regulations are in place so that injuries in the work place do not occur
      • Suppliers for Shreddies have to main full Tracing process, which allows the company to verify the food quality and safety
      • Farms and businesses that supply to Post Shreddies are regularly Audited (Regional Services, 2006).

F1. prevalence of this merchandise in the market – How it has changed over clock ( Natasha )

  • The Shreddies Company has not changed in 116 years; the reason for this is that the company feels that it is significant for them to show consumers reliability in their product.
  • The product has always been advertised as “ Good Good Whole Wheat Shreddies” in North America
  • In the UK it was advertised as “Keeps Hunger Locked until Lunch Time” and for Frosted and Coco shredded wheat’s the advertisement slogan was “Too Tasty For Geeks”. (Livestrong, 2006)

F2. The role the product plays in the diet (Natasha)

  • The products target market initially seemed to be an older group of people probably 22 years of age and above. (General Mills)
  • Today the product has innovated itself to meet all age groups and several different target markets by having Coco Shreddies for chocolate lovers, Frosted Shreddies, Shreddies with strawberries ect.
  • Shreddies main goal has always been to stay a healthy product since 1955 when it was first produced. It has always used whole wheat grains, unlike other cereal brands that have just started to use whole wheat grains in the last decade. (Daily Plate)

F3. How and why people consume the product (Natasha)

  • People usually Consume Shreddies with either milk, water or dry, other additions such as coffee, juice or fruits may be consume along with Shreddies for breakfast.
  • Shreddies marketing from its catchy slogans to the Square Diamond campaign has made it a household cereal.
  • Another reason people are beginning to choose Shreddies for their choice of cereal is it’s highly nutritious value of being 98% whole wheat. (Daily News, 2009)


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Category : Healthy