http://ajcn.nutrition.org/content/97/4/677.abstract?sid=8dcdd012-1e37-4a47-9788-86cc324653b6
and here's a media digestion of the study: http://life.nationalpost.com/2013/03/27/high-protein-breakfasts-may-help-fend-off-hunger-cravings-obesity-study
A good study, science seems solid. Disappointing funding source (high conflict of interest) but that doesn't really change the results. H/T to eric on G+ or pointing it out to me.
Couple that with the tweet this AM about Breakfast cereal brands spending more on advertising than raw ingredients and you can maybe see a problem.
The Kashi advert with the "as much protein as an egg" should be a red-flag, esp with the calories not being equal. The bio-availability of the protein in an egg is nearly 100%. You can't say the same for the protein in grain/cereals so you would need to eat a bit more to get the same available protein.
Would be a good Egg Marketing corporation advert to target that fact, put a two egg omelet up along side the number of bowls of Kashi 'high protein' cereal needed to get the same amount of bio-available protien, like that old Total cereal advert when people were more worried about loading their cereal with vitamins and minerals they couldn't absorb.
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