Dive Brief:

• A new report warns that children who eat breakfast cereals are at risk of consuming unhealthy levels of such nutrients as vitamin A, zinc, and niacin. 
• The Environmental Working Group says that the fortification levels for cereals and nutrition bars are set for adult dosages, making it easy for children or the elderly to consume too much of the fortified dosages.
• High dosages of even the most beneficial of nutrients can be dangerous. The reports says that 23 cereal types sold contain levels that are deemed unsafe for children younger than age six. 

Dive Insight:

If there's one thing the cereal industry doesn't need right now it's more bad news telling folks not to eat the stuff. Americans already appear to be losing their taste for breakfast cereal.

One possible solution to the industry's woes would appear to be to market cereal as an adult food. And that may be exactly what cereal makers are doing with their new stick-it-in-your-purse packages and eat-it-late-at-night marketing efforts.