KETO Muesli. vs. Nutrient Profiling Model (NPM) - Why You Should Read Ingredients List On The Products

Why RAWGORILLA Keto Mighty Muesli is Which?'s ‘Least Healthy’ Muesli

 

If you scroll through the tabloids news, you might have seen a surprising headline: Our RAWGORILLA Keto Mighty Muesli was ranked as one of the "least healthy" breakfasts in the UK.

According to the Which? investigation, a bowl of processed chocolate wafers is "healthier" than our organic, activated seeds and nuts.

Wait, what?

If that sounds like a classic "computer says no" moment, that’s because it is. We’ve been caught out by a system called the Nutrient Profiling Model (NPM).

NPM is a mathematical formula created in 2004 that is still being used to judge your food in 2026.  

Here is why we aren't losing any sleep over our "bad" grade, and why you shouldn't either.

1. It’s "Maths vs. Ingredients"

The system used by Which? doesn't look at where calories come from; it just counts them. Because our muesli is 84% nuts and seeds, it is naturally high in healthy fats and calories. The algorithm sees "High Fat" and "High Calorie" and hits the panic button.

It doesn't care that those fats come from organic coconut and pumpkin seeds. It treats them the same as the processed fats in a biscuit.

2. The "Sugar Spike" Blind Spot

The "healthier" cereals recommended in the report often contain up to 25g of sugar per 100g. Our Keto Mighty Muesli has zero added sugar.

A sugary cereal causes a massive blood sugar spike and a mid-morning crash. Our seeds and nuts provide what we call "slow-release energy." Your body has to work to break down those whole ingredients, keeping you full and focused. Sadly, the 2004 algorithm doesn't have a button for "sustained energy."

3. We Refuse to "Game" the System

It is actually quite easy to get a high health score. You just have to use "puffed" grains (mostly air), industrial fillers, and synthetic fibres to lower the calorie count per 100g.

We won't do that. We believe in unprocessed, clean-label food. We believe that a handful of organic, activated walnuts is better for you than a bowl of refined, sugar-coated wheat—no matter what a 20-year-old calculator says.

Trust Your Gut (and the Ingredients List)

We want to thank Which? for highlighting this issue, because it exposes just how confusing food labelling has become.

Next time you’re in the cereal aisle, we urge you to ignore the "score" for a second. Turn the bag over. If the first three ingredients are whole foods you recognise, you’re on the right track. If they are flours, sugars, and things you can't pronounce... well, they might have a "perfect" score, but are they really food?

If a system says chocolate wafers are better for you than organic activated nuts, the system is broken, not the food.