Edwin Mast-Ingle writes ... New lifestyle snaps the crackle and pop of the cereal industry

I use my writing to change perceptions in this world: Edwin Mast-Ingle

The battle ground for a healthier lifestyle, particularly the prevention of obesity and diabetes, is likely to be fought in hitherto uncharted territory. The combatants are the giant conglomerates of the breakfast cereal industry versus proponents of a radically new lifestyle advocating a high fat and protein menu that eliminates carbohydrates and sugars to prevent both the ailments led by two authors – one in the United States and the other in South Africa.

The stakes are high on either side. The global breakfast cereals market, valued at $32.5-billion in 2012, is expected to grow at a compound annual growth rate of 4% for the next several years, reaching $43.2-billion in 2019, according to a new market report from Transparency Market Research in the US. With sales up 43 percent in the past five years, the dry cereal business has been one of the fastest-growing segments of the food industry...figures that seem to be matched by the rising obesity and diabetes trends.

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