Objective: To test the hypothesis that promoting breakfast cereal consumption, as part of a web-based programme, results in loss of body mass.
Methods: Single centre, single blind, randomised parallel study. Test group followed a fully interactive website (B) with 'prescribed' breakfast cereals. Control group followed website (A) giving standard advice on weight loss.Study site visits at 0, 4, 12 and 24 weeks for measurements of height, weight, skinfolds, body fat, waist and hip circumference. 180 subjects were randomly allocated to two equal groups.Subjects were in good health and aged 19–50 years, with a BMI ranging from 25–40 kg/m 2 .At baseline there was no difference in mean age or BMI between the two groups.
Results: The percentage change in body mass loss was greater when following website B than website A (n = 90; ITT repeated measures p = 0.013). For completers (website A: n = 62, website B: n= 64), the percentage change in body mass loss was also greater for website B than website A (repeated measures p = 0.023).
Conclusion: The advice and motivation offered by an interactive website, including provision and consumption of breakfast cereals, results in significantly greater loss of body mass compared to the use of a standard website. It is not possible to discern which of the three factors is responsible.