Since 2008, CEEREAL has provided guidance on realistic portion sizes for breakfast cereals. These are used by all member companies across the EU in communicating with consumers about the role of breakfast cereals in a balanced diet.
CEREEAL portion sizes are based on consumption data from dietary studies and take account of product density, as most people decide their serving size from the volume in the bowl, rather than by weight.
With this animation, CEEREAL explains what a portion is, how portions are established in light of the variety of breakfast cereals, how to measure a portion and how portions are labelled. More information, including the CEEREAL portion sizes rationale, can be found here.