CONSUMER advocate group Choice says its investigation into 23 liquid breakfast products found a spate of "shonky" nutritional claims.
Liquid breakfasts are a growing category in the supermarket aisles, and while Sanitarium's Up&Go has ruled the market since its launch 15 years ago, other manufacturers have since entered the battle for shelf space.
Choice spokesman Tom Godfrey said claims - such as "high in fibre", "fibre for digestive health" and goodness of three grains" - made by the producers of certain liquid breakfasts were "cause for concern".
"Liquid breakfasts have on average 1.5% fibre, which is well below the 10% benchmark for high fibre. It is grains away from the 39.5% fibre offered by some bran cereals," Mr Godfrey said.
The investigation also found that 10 of the 23 products investigated had more than 23g of sugar per serve - about the same as a chocolate bar.
Mr Godfrey said this was particularly concerning for parents who often gave this drinks to their children as a quick breakfast alternative.
"Breakfast is one of the most important meals of the day and consumers shouldn't be fooled into thinking liquid breakfasts are high in fibre or a good source of protein," he said.
Some of the products looked at the Choice probe included Sanitarium's Up&Go, Devondale Fast Start, Kellogg's breakfast drinks, Vitasoy Vitago, Dairy Farmers Oats Express and Aldi Goldenvale Quick Start.
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