Kellogg’s has been challenged by young activists over “misleading” health claims.
As a result, these campaigners delivered a years supply of mud replicating the FMCG giants fake ‘health’ product “Müd” to its factory gates in Manchester.
Made entirely from mud but branded as high in fibre, a great source of minerals and low in fat, the bars were created to call out “manipulative marketing tactics” used by big food brands.
Titled ‘Bite Back 2030’, the new campaign is calling on Kellogg’s and the industry to be more transparent with consumers and to stop putting health claims on high fat, salt, and sugar products (HFSS).
The campaign is also demanding companies like Kellogg’s, Müller and Coca-Cola to not hide what’s inside their products, and are calling for a change in the law from the Secretary of State for Health, Rt Hon Sajid Javid MP.
The stunt builds on Bite Back 2030’s research, which showed over half of teens buy products based on their health claims, whilst 57% of products labelled with health and nutrition claims are too high in salt, saturated fat, or sugar.
Arriving with wheelbarrows full of ‘müd’ (pronounced ‘mood’), their new, fake and mud filled snack bar, the campaigners are calling on Kellogg’s and other brands to step up with clear and honest packaging.
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“It was ridiculously easy to copy big-brand tactics and develop a product that, based on health claims alone, people would want to buy,” Bite Back 2030 campaigner, Barakat Omomayowa said.
“It might seem wacky, but these are the marketing tactics that young people are up against every day. We don’t get told the whole truth when it comes to the food we eat, and we’re fed up with it.
The action comes in the wake of the government’s new food strategy, widely criticised for rejecting proposals for a new salt and sugar tax, and the failure of the government to tighten restrictions on the marketing and advertising of junk food.
Becky Odoi, who took part in the stunt, said: “This might give people a laugh, but we’re serious. The food system is rigged against our health and whilst it should be easy to eat healthily, it isn’t.
“Right now, the health of one in three 11-year-olds is at risk from the food they eat, so we need the Health Secretary to step in and introduce clear, mandatory labelling policies that protect our health.
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