Kellogg Loses Bid To Stop UK Ban On Sugary Cereal Promos

The Associated Press (AP) reported late on July 4, 2022 that the US breakfast food giant Kellogg Co. lost a legal bid Monday to halt new anti-obesity measures in England prohibiting the promotion of sugary cereals.

Photo Insert: The company's contention that the restrictions do not take into account the nutritional benefit of milk added to cereal was rejected by a High Court judge.

The manufacturer of Coco Pops, Frosted Flakes, Frosties, and Rice Krispies had sued the UK government over restrictions that went into effect in October that limited the promotion of foods rich in fat, sugar, or salt.

The company's contention that the restrictions do not take into account the nutritional benefit of milk added to cereal was rejected by a High Court judge.

Judge Thomas Linden stated that pairing a high-sugar morning cereal with milk does not affect the fact that it is high in sugar.

The judge found Kellogg's contention that cereals like Crunchy Nut Clusters and Milk Chocolate Curls “somehow become healthy products if they are consumed with milk is wholly unconvincing, as the addition of milk does not alter the nutritional profile of the products themselves.”

Unhealthy items will be prohibited in high-traffic areas of supermarkets such as checkouts, store entrances, and aisle ends, according to the regulations. They will also be limited in how they appear in online supermarket search results.

More laws that go into force next year will prohibit buy one, get one free deals and other multi-purchase incentives.

Chris Silcock, managing director of Kellogg UK, stated that the company is disappointed but will not appeal.

“By restricting the placement of items in supermarkets, people face less choice and potentially higher prices,” he added, urging the government to reconsider the restrictions in the midst of a cost-of-living crisis.

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