The Yale Rudd Center Report on Marketing Cereal to Kids is out, and it isn’t pretty. Here’s an excerpt:

“Compared to cereals marketed to adults, those marketed to children have 85% more sugar, 65% less fiber, and 60% more sodium. Together, cereal companies spend more than $156 million per year marketing to children.

■    Products with poor nutrition ratings such as Lucky Charms, Reese’s Puffs, and Cookie Crisp average three to four health claims on every box.

Most cereals with the worst nutrition ratings are classified as “better-for-you” or “Smart Choices” by the companies.

The average preschooler sees 642 cereal ads per year just on television, almost all for cereals with the worst nutrition ratings.”

The kids cereals with the best ratings?

Mini-Wheats, Organic Wild Puffs, Honey Sunshine, Mighty Bites and Clifford Crunch.  You might not have heard of them, but I hope you will.

And they might take a page from really successful, heavily advertised cereals.  Make their sites totally engaging:  other cereals turn into toys or playthings.  Why not healthier cereals?

Marion Nestle has assembled more Kids’ Marketing resources on her blog today.