Kellogg’s to challenge government over new sugar rules

Kellogg’s is taking the government to court over rules that could stop some of its cereals being displayed prominently in shops.

Kellogg’s, whose brands include Frosties, Coco Pops and Crunchy Nut, mounted the legal challenge after new regulations came into effect restricting the promotion of food and drink with high fat, salt and sugar content.

Products covered by the restrictions will also not be allowed to be featured in key locations such as checkouts, store entrances, aisle ends and their online equivalents.

The cereal giant, which has its UK headquarters in MediaCity, said the government’s measurement of the nutritional value of cereals ‘is wrong and not being implemented legally.’

Chris Silcock, Kellogg’s UK Managing Director, said: “It measures cereals dry when they are almost always 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.”

Some of Kellogg’s most popular brands include Coco Pops, Crunchy Nut, Frosties, Corn Flakes, Rice Krispies and Special K.

The Department of Health and Social Care (DHSC) said it could not comment on the Kellogg’s case but defended the new rules.

A DHSC spokesperson said: “Obesity costs the NHS more than £6 billion (€7.1 billion) a year and is the second biggest cause of cancer in the UK.

“Breakfast cereals contribute 7% to the average daily free sugar intakes of children.

“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.”