Kellogg’s goes to court for milk on your Cornflakes Business

Kellogg’s has claimed the sugar content of its cereal should be measured after adding milk, as it is suing the government over new rules to tackle childhood obesity.

Under new regulations, which come into force from October in England, promotions on foods and drinks high in fat, salt or sugar will be restricted. The rules could also lead to certain cereals no longer being highlighted on shelves if they have a high sugar content.

Kellogg’s Nut Crispy Corn Flakes, for example, would be among foods high in fat, sugar or salt in their dry form and may not be displayed in key locations such as checkouts or aisle ends. .

The food giant argued that the rules did not take into account the nutritional value of the milk added to the product.

The company said independent market data showed the cereal was eaten with milk or yoghurt 92% of the time, reducing the sugar or salt content.

Chris Silcock, Managing Director of Kellogg in the UK, said: “We believe the formula used by the government to measure the nutritional value of breakfast cereals is flawed and not implemented legally. It measures dry cereals when they are almost always eaten with milk.

“All of this matters because unless you take into account the added nutrients when cereal is eaten with milk, the full nutritional value of the meal is not measured.”

The new rules are designed to help tackle childhood obesity.

A spokesperson for the Department of Health and Social Care said: ‘Breakfast cereals contribute 7% – a significant amount – to children’s average daily free sugar intake.

“Restricting the promotion and advertising of less healthy foods is an important part of the intergovernmental strategy to halve childhood obesity by 2030, prevent harmful diseases and improve healthy life expectancy. , so that we can continue to improve health across the country.

A court hearing is scheduled for Wednesday.

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This notice was published: 2022-04-27 09:25:18

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