March 9, 2011 at 4:12 PM ET
The Soggies have finally won: Cap'n Crunch is quietly sailing into retirement.
Long derided by health experts for its high sugar content – a single serving contains 12 grams – the cereal is no longer being actively marketed by Quaker, DailyFinance reports. It appears parent company PepsiCo is forcing the good Cap'n to walk the plank.
Cap'n Crunch was once the No. 1 breakfast cereal, but pressure from the White House and health activists is having an effect on how PepsiCo and other food companies peddle their products to kids. Sales of the cereal were down 6.8 percent in 2010.
Last year, PepsiCo vowed to reduce added sugar per serving by 25 percent and saturated fat by 15 percent in its products over the next 10 years.
"PepsiCo is no longer marketing Cap'n Crunch cereal directly to children. In a sense, you could say that they have retired Cap'n Crunch, and that's a good thing," Jennifer Harris, of the Rudd Center for Food Policy & Obesity at Yale University, told DailyFinance. "Unfortunately, children continue to view hundreds of ads per year for high-sugar cereals from General Mills, Kellogg's and Post Foods."
The critics have a point: Children cereals contain 85 percent more sugar, 65 percent less fiber and 60 percent more sodium when compared with adult cereals, according to the Rudd Center research. The average preschooler has viewed more than 500 television ads for such cereals.