Kellogg’s goes to court over milk on your Cornflakes

Kellogg’s has claimed the sugar content material of its cereals ought to be measured after milk is added because it takes the Government to courtroom over new guidelines to deal with youngster weight problems.

Under new laws, which kick in from October in England, promotions on food and drinks which have a excessive fats, salt or sugar content material will likely be restricted. The guidelines may additionally result in some cereals not being prominently displayed on cabinets if they’ve a excessive sugar content material.

Kellogg’s Crunchy Nut Corn Flakes may fall below meals which can be excessive in fats, sugar or salt of their dry kind and could also be prevented from being displayed in key areas equivalent to checkouts or aisle ends.

The meals large has argued that the principles fail to take into consideration the dietary worth of the milk added to the product, and is combating to get among the standards modified.

The firm mentioned that impartial market knowledge confirmed cereals are eaten with milk or yoghurt in 92pc of circumstances, due to this fact lowering the sugar or salt content material.

But Department of Health officers consider that including milk to cereal doesn’t take away the sugar from the cereal or make it extra wholesome in contrast with different cereal.

The new guidelines are designed to assist deal with childhood weight problems, which prices the NHS greater than £6bn a yr.

Katrina Anderson, at legislation agency Osborne Clarke, mentioned that the authorized problem may embolden different meals producers to carry their very own claims. “Other food manufacturers, which are classified as high in fat, salt or sugar, and feel that this is unfair, may wish to bring their own challenges,” she mentioned.

Caroline Cerny, from the Obesity Health Alliance, mentioned: “This is a blatant attempt by a multinational food company to wriggle out of vital new regulations that will limit their ability to profit from marketing their unhealthy products.”

She added that it was “shocking” that Kellogg’s would sue the Government over its plans to assist individuals be more healthy somewhat than investing in eradicating sugar from their cereals.

Chris Silcock, Kellogg’s UK managing director, mentioned: “We consider the components being utilized by the Government to measure the dietary worth of breakfast cereals is incorrect and never applied legally. It measures cereals dry, when they’re virtually at all times eaten with milk.

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

The firm mentioned it helps the Government’s work to deal with weight problems and assist individuals dwell more healthy lives. It says it has eliminated 11,000 tonnes of sugar since 2011 from its merchandise and brought 60pc of salt out because the Nineties.

A Department of Health and Social Care spokesperson mentioned: “Breakfast cereals contribute 7pc – a major quantity – to the common every day free sugar intakes of youngsters.

“Restricting the promotion and advertising of less healthy foods is an important part of the cross-government strategy to halve childhood obesity by 2030, prevent harmful diseases and improve healthy life expectancy, so we can continue to level up health across the nation.”

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