Kellogg’s, owner of brands from Coco Pops to Special K, has filed a lawsuit against the UK government over new unhealthy food rules that will ban some cereals from being prominently displayed on supermarket shelves.
The cereal producer, whose portfolio also includes Cornflakes, Nutri-Grain and Crunchy Nut, is battling restrictions on the promotion of high-fat, salt, sugar and salt (HFSS) products, which take effect in October as part of the government’s plan to tackle childhood obesity.
The promotion of unhealthy food in stores will be limited, which means that they will not be allowed to be presented in high profile places, such as cash registers, store entrances, trail ends and prominent positions in supermarket applications and websites. .
Kellogg’s claims that the rules do not take into account the fact that 92% of people eat cereals with milk or yogurt, which changes the nutritional profile of its products and means that they will not be classified as junk food.
“We believe that the formula used by the government to measure the nutritional value of cereals is wrong and not legally applicable,” said Chris Silcock, managing director of Kellogg’s in the United Kingdom.
“It measures the dryness of cereals when they are almost always eaten with milk. All of this matters because, unless you take into account the nutrients added when cereals are consumed with milk, the total nutritional value of the food is not measured. ”
Kellogg’s, which began its lawsuit against the Ministry of Health and Welfare on Wednesday, said it had sued after attempts to “reasonably talk to the government” had failed.
The case marks an important test of changes to the rules, which include a ban on advertising junk food online and before 9pm on next year’s television.
The government is behind the new regime and is fighting Kellogg’s actions to stop setting a precedent that could allow other brands to circumvent the restrictions.
Sign up for the daily Business Today email or follow the Guardian Business on Twitter at @BusinessDesk
“Cereals contribute 7% – a significant amount – to the average daily intake of free sugar for children,” said a DHSC spokesman. “Reducing 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 our health. throughout the nation.
The spokesman added that obesity costs the NHS more than £ 6 billion a year and is the second biggest cause of cancer in the UK.
Kellogg’s has a history of challenging regulations against the promotion of junk food. In 2018, the company successfully lifted a ban issued by an advertising regulator against Coco Pops’ television advertising aimed at children, despite criticism from health activists.
Caroline Cherny of the Obesity Health Alliance said Kellogg’s latest move was “an outspoken attempt by a multinational food company to break out of vital new regulations.”
“It is shocking that a company like Kellogg’s will sue the government for its plans to help people be healthier instead of investing in removing sugar from their grains,” she said.
Add Comment