FMCG giant Kellogg’s has launched a legal battle against the UK government, that would see some of the company’s cereals being prominently displayed in food stores.
The new High in (saturated) Fat, Salt or Sugar (HFSS) rule, which comes into play in October this year, restricts the promotion of food and drink which are high in those areas.
As a result, the FMCG giant claims it has “tried to have a reasonable conversation with government” without success.
“We believe the formula being used by the government to measure the nutritional value of breakfast cereals is wrong and not implemented legally. It measures cereals dry when they are almost always eaten with milk,” Kellogg’s UK managing director Chris Silcock.
“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.”
A Department of Health and Social Care spokesman added: “Breakfast cereals contribute 7% – a significant amount – 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, so we can continue to level up health across the nation.”