ABCMF brings together Australia's biggest breakfast cereal manufacturers

The Australian Food and Grocery Council (AFGC) has announced the formation of the Australian Breakfast Cereal Manufacturers Forum (ABCMF), which it says is “designed to promote the health benefits and value that breakfast cereal offers to Australian consumers”.

The forum brings together Carman’s Fine Foods, Freedom Foods, Kellogg’s Australia, Nestlé Australia, Popina Foods and Sanitarium - producers of about 80% of all breakfast cereal purchased in Australia.

Aiming to improve consumer understanding of breakfast cereals, the forum will:

• proactively emphasis the benefits of breakfast cereals,
• engage in positive dialogue with stakeholders and consumers, and
• highlight the benefits of breakfast cereals and correct misinformation.

Gary Dawson, AFGC Chief Executive, said the forum will provide evidence-based, practical information on breakfast cereals to Australians.

“Through continued education, the ABCMF aims to improve consumers understanding of the important role that breakfast cereal can play as part of a healthy, balanced diet,” Dawson said.

The breakfast cereals product industry employs around 3000 people, Dawson said, many of whom live in rural and regional areas.

“All forum members manufacture locally for the Australian market and rely almost exclusively on Australian grown grain,” Dawson said.

“The ABCMF will provide category-wide, evidence-based information on breakfast cereals to media, stakeholders and consumers.”