CEEREAL, The European Breakfast Cereals Association
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Welcome to CEEREAL

CEEREAL represents the breakfast cereal and oat milling industries towards the European Union and its institutions, industry and consumer associations as well as consumers. CEEREAL was established in 1992 by eight national breakfast cereal associations and counts today 9 member associations and 9 company members in 11 European countries.

Latest updates

19/10/2015 Rethinking Breakfast

Brussels, 16 October 2015. “Rethinking Breakfast” is the title of the talk that Dr. Duane Mellor will be giving on 24 October in the context of the 9th EFAD/DIETS Conference 2015 (23/24 October, Amsterdam, The Netherlands). 

With what is promising to be a fascinating presentation, Dr. Mellor, Nottingham University, UK, will explore the benefits of breakfast and the role of grains and breakfast cereals in the diet in a highly mediatised era.

The Conference, hosted by the European Federation of Associations of Dietitians (EFAD), will see the launch of the “EFAD European Dietitians Action Plan”, which is a call to action for European dietitians to really show what they are doing at all levels to meet the European nutrition and health agenda. Therefore, the theme of the conference this year is “Dietitians meeting the Food and Nutrition Action Plan”.

 More information on EFAD can be found at http://www.efad.org/ and on the conference, including registration, at the link http://efadconference.com/ .

12/12/2014 New EU food labelling rules reaffirm breakfast cereal manufacturers’ commitment to increase consumers’ understanding

“The breakfast cereal industry, which has been at the forefront of nutrition labelling, welcomes the entering into force tomorrow of the EU Regulation on food information to consumers1” Alexander Jess, Secretary General of CEEREAL, said.

The new EU Regulation introduces changes with regard to how and what type of information is provided. Changes include: a minimum font size and the highlighting of allergens in the ingredients list to improve legibility and understanding for consumers.

The changes will be implemented as of tomorrow, though consumers may still find ‘old’ labels due to the transition period permitted in the Regulation2.

CEEREAL’s Secretary General also highlighted that “manufacturers have introduced changes on the basis of the best knowledge currently available and call for the interpretation of the new provisions to be homogenous to avoid distortion of the EU Internal Market”.

Download the press release.

02/10/2014 Weight loss, better health and disease prevention linked to eating breakfast confirms international science journal

"Regular breakfast cereal eaters have more nutritious diets which are higher in vitamins and minerals and have a greater likelihood of meeting recommended nutrient intakes"”" explained by Professor Peter Williams, author of the scientific paper "The Benefits of Cereal Consumption: A systemic Review of the Evidence Base".

Download the press release.

CEEREAL - European Breakfast Cereal Association
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CEEREAL, The European Breakfast Cereals Association  +32 (0) 2 549 5640
CEEREAL, The European Breakfast Cereals Association  info@ceereal.eu
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