Cereal killer: the great strawberry* swindle . . . .

*Strawberries not included.......

Our breakfast table has always been a Coco Pops free zone . . . .
The B&G always attempt to make a case for them whenever we're at the supermarket, but on this subject, Dr Z and I are in full agreement.
Chocolate-based foodstuffs - indeed, anything that takes pride in being able to turn the milk brown - just don't seem such a good idea for small children at 7am.
The clamour for Coco Pops has died down a little in recent days, however . . . .
You see, The B&G have discovered a new breakfast cereal - one that sounds much more suitable. It isn't, as I shall explain.
The cereal in question is called Curiously Strawberry, although on closer inspection, there can be found an important asterix.
This takes care of the fact - via the medium of small print - that there are just about no actual strawberries involved in the manufacturing process. Curious indeed.
The ingredient list shows something called strawberry powder. But strawberries - the fruit, that is - the thing that the cereal is named after, and that which is pictured on the packaging, is an obvious omission.
In the interests of accuracy, I should perhaps point out that the aforementioned strawberry powder does contain 0.2% strawberry. Given that, through the box as a whole, that percentage perhaps equates to about half of a single pip, I'm not sure it can be counted.
For what it lacks in strawberries, Curiously Strawberry more than makes up for in sugar. This is the second item on the ingredient list and is so prevalent that each cereal square sparkles with the stuff. To reach into the box in order to serve it by the handful is to guarantee the close attention of several hundred wasps for the remainder of the morning.
Needless to say, The B&G love it, so much so that my refusal to replace the current box once it has been emptied is certain to become a significant bone of contention here in the coming days.
To cushion the blow, I'm thinking I might get some Coco Pops in.
I still don't agree with them and their considerable cocoa content, but at least they're honest about it . . . .