A Facebook ad caught my eye recently, as it was a British newspaper's "Least healthy breakfast cereal" and the picture was something I didn't recognize at all.
I was then surprised to see American cereal is now sold in the UK, and it's packed with the colourings and additives British parents in the 1990s would have refused to have in the house. Pre-Brexit, "No artificial colours or flavours" could be pretty much assumed for all cereal sold in Britain, even the colourful, sugary ones.
I was an awful, temperamental, argumentative child, and there were moments where my mood would be severely worse for no logical reason until I understood -- discovered for myself, in exasperation -- that both E102 and E110 actually triggered my bad moods.
They were commonplace in drinks aimed at kids (Tizer for example) for years.
Putting them in breakfast cereals is IMO mindblowingly irresponsible; the food producers know for sure (because the link has been established with little doubt) that tartrazine and sunset yellow worsen child behaviour.
I was then surprised to see American cereal is now sold in the UK, and it's packed with the colourings and additives British parents in the 1990s would have refused to have in the house. Pre-Brexit, "No artificial colours or flavours" could be pretty much assumed for all cereal sold in Britain, even the colourful, sugary ones.
That's no longer the case. Example: https://www.tesco.com/groceries/en-GB/products/282819954
Contains Tartrazine (E102)*, Sunset Yellow (E110)*, Brilliant Blue (E133), Allura Red (E129)*
E102 — in the EU, not allowed in cereal
E110 — allowed, although the UK government previously asked manufacturers to stop using this
E133 — not easily determined from Wikipedia, although there's an example of British manufacturers stopping its use in the 2000s.
E129 — allowed I think.