The problem is that claims such as «no artificial colours or flavours», «contains wholegrain», «added vitamin and minerals», «source of fibre» and «99 % fat free» are
masking a cereal that's fibre - flimsy, contains too
much salt, too
much sugar or all of the above.
While too
much refined
sugar will
mask the flavor of fresh blueberries, too
much grape or apple or pear concentrate will mute the flavor of the fresh fruit you are working with and give you an entirely different product.