26/29 ingredients recognized
How we scored this
PureScore is the stored composite of ingredient safety (40%), formulation quality (30%), contaminant risk (20%) and label transparency (10%). This label matched 26 of 29 listed ingredients. Unmatched names never wear an Excellent stamp. Methodology
Sweetened rice cereal
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Flagged concerns
yellow 6
Hyperactivity; allergic reactions; contaminated with carcinogens benzidine and 4-aminobiphenyl.
red 3
Synthetic dye; FDA-banned from food January 2025; animal carcinogen; thyroid effects.
yellow 5
ADHD link; allergic reactions; hyperactivity in children; possible carcinogen.
red 40
Linked to ADHD in children; potential carcinogen; may contain carcinogenic contaminants.
blue 1
May cause chromosomal damage; absorbed through skin.
bht for freshness vitamins
Possible carcinogen; liver and kidney effects in animals; endocrine activity.
artificial flavors
Catch-all for synthetic flavor chemicals; regulatory threshold does not address cumulative exposure
caramel color
Ammonia-process caramel coloring; may contain 4-MEI; ultra-processed marker.
vitamin a palmitate
May enhance tumor development when applied on skin exposed to UV; avoid in daytime SPF products.
sugar
High glycemic index; promotes inflammation and metabolic disease.
Full ingredient list
Long grain rice, sugar, cocoa, contains 2% or less of iodized salt (salt, potassium iodate), palm kernel oil, malt flavor, natural and artificial flavors (contains milk and soy), yellow 6, red 40, red 3, blue 1, salt, blue 2, yellow 5, caramel color, bht for freshness. vitamins and minerals: calcium carbonate, vitamin c (ascorbic acid), reduced iron, niacinamide, vitamin e acetate, zinc oxide, vitamin a palmitate, vitamin b12, vitamin b6 (pyridoxine hydrochloride), vitamin b1 (thiamine mononitrate), vitamin b2 (riboflavin), folic acid.
Ingredient analysis
Cleaner alternatives
Same aisle, higher PureScore. Open each one to compare the label.
Ancient harvest, quinoa hot cereal flakes
Big Oz, Organic Quinoa Flakes Rolled Wholegrain Cereal
Quinoa Super Cereal Puffed Stars
97Excellent