Food giant Kellogg’s continues to face legal challenges as government insist on preventing some cereal from being prominently displayed in stores because of their high sugar content.
Kellogg says the rules fail to consider the nutritional value of the milk added to the product. The company says independent market data shows cereals are eaten with milk or yoghurt in 92% of cases.
But the government said the new rules would help tackle childhood obesity. 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. Popular brands such as Crunchy Nut Corn Flakes, Fruit and Fiber are classified as foods that are high in fat, sugar or salt in their dry form and so retailers may be prevented from displaying such products in prominent positions, harming sales including added milk which would change the calculation by reducing the proportion of sugar and salt content relative to the weight of the overall serving.
In a statement, Kellogg‘s said it had “tried to have a reasonable conversation with government” over the issue without success hence their legal challenges.
