Breakfast cereals are present on the market as different types and, in general, are one of the food categories in which voluntary information, such as nutrition or health claims (NHC) or gluten free (GF) declarations, have the largest distribution. The aims of the present study were to compare (i) the nutritional declaration among different types of breakfast cereals, as well as among products with and without NHC or GF declarations; and (ii) the salt and sugar contents with the "Italian shared objectives for the improvement of the nutritional characteristics of food". To this aim, the nutrition declarations of 371 different breakfast cereal items, available in 13 retailers present on the Italian market, were analysed. Data showed an elevated inter-product variability, with cereal bars and muesli having the highest energy, total fat, and saturate contents per 100 g. Limited differences were found comparing products with and without NHC, as well as those with GF declaration. Most of the breakfast cereals were compliant to the shared objectives, although some items with NHC or GF declaration still have sugar or salt contents higher than these objectives. In conclusion, these data suggest that the different characteristics and the regulated information reported on the food label should not be considered as a marker of the overall nutritional quality. Thus, this study supports the importance of reading and understanding the information made on food label.