Serving Good Intentions by the Bowlful – New York Times
The New York Times looks more closely at the “alternative” breakfast cereals, including where the money goes, what ingredients they contain, what those ingredients do or don’t deliver, and who really owns these companies.
General Mills owns Cascadian Farm, and the name behind Kashi is Kellogg. Barbara’s Bakery is owned by Weetabix, the leading British cereal company, which is owned by a private investment firm there. Mother’s makes clear that it is owned by Quaker Oats (which is owned by PepsiCo). Health Valley and Arrowhead Mills are owned by a natural food company traded on the Nasdaq, Hain Celestial Group; H. J. Heinz owns 16 percent of that company.
The cereals sold under the Peace label are owned by Golden Temple, a for-profit company owned by a nonprofit group founded by the late Yogi Bhajan, who made his fortune from Yogi Tea, Kettle Chips and a company that provides security services.
Of the companies that made the cereals tested, only Nature’s Path, a Canadian company, has no parent company.
Don Sayles, a retired manufacturer and typical New York skeptic, was recently shopping in the cereal aisle at a Whole Foods in New York. He buys alternative cereals ‘because we believe the hype to a certain extent about whole grains.’