Kellogg’s Loses UK Fight to Overturn Sugary Cereal Promotion Ban

Person holding a smartphone with the Kellogg's logo.

The Kellogg Company failed to stop new anti-obesity measures from going into effect which ban the promotion of sugary cereals in the UK. (Image: Rafael Henrique via Dreamstime)

Kellogg’s, which is the largest breakfast cereal company in the world, lost a legal battle Monday, failing in their attempt to overturn England’s new anti-obesity legislation that forbids the advertising of sugary cereals. The outcome has supporters of the anti-obesity and sugar reduction movements celebrating.

Campaign manager at Action on Salt, Sonia Pombo, told Nutrition Insight: “We welcome the news that the High Court has ruled in favor of common sense, and dismissed Kellogg’s absurd claims that their HFSS cereals should be seen as healthier simply because it is consumed with milk.”

Subscribe to our Newsletter!

Receive selected content straight into your inbox.

The business that manufactures Coco Pops, Frosties, and Special K had challenged the United Kingdom government over restrictions that went into effect in October concerning the advertising of foods high in fat, sugar, or salt (HFSS).

The new UK government regulations classify many Kellogg's cereals as being high in fat, salt, and sugar (HFSS).
The new UK government regulations classify many Kellogg’s cereals as being high in fat, salt, and sugar (HFSS). (Image: Milton Cogheil via Dreamstime)

A High Court judge dismissed the company’s contention that the restrictions do not consider the nutritional benefit of milk added to cereal. Judge Thomas Linden stated that pairing a high-sugar morning cereal with milk does not affect the fact that it is high in sugar.

In his ruling, he wrote that Kellogg’s claim 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.”

Kellogg’s reaction to new limits

According to Chris Silcock, Kellogg’s UK managing director: “We brought this legal challenge because we believe the formula used to measure the nutritional value of food is wrong when it comes to breakfast cereals, and we believe it is right to stand up for what we believe in.”

“It makes little sense to us that consumers will be able to buy other products, like donuts and chocolate spreads, on promotion — but not many types of breakfast cereals,” he explains.

Silcock further claims that the UK government implemented these restrictions without appropriate Parliamentary examination.

Coco Pops cereal floating in milk.
Kellogg’s argued that their cereals should not be subject to restrictions due to the fact that most people consume them with milk. (Image: Jowa Nazir via Dreamstime)

“By restricting the placement of items in supermarkets, people face less choice and potentially higher prices. That’s why, in the midst of a cost-of-living crisis, we would strongly urge the Government to rethink these regulations and put the consumer first.”

Foods that are classified as unhealthy according to the UK classification system will be prohibited from high-profile locations in supermarkets, such as checkouts, store entrances, and aisle ends, and will be subject to restrictions on how they are displayed in online supermarket search results. New rules will go into effect next year, prohibiting buy one, get one free deals and other promotions.

Evaluating the efficacy of nutritional profiling

Kellogg’s initially sued the UK government in April, saying that the standard Nutrient Profile Model used in the evaluation was invalid. According to them: “[Scoring cereals based on dry weight] matters as the formula will not take into account the nutritional elements added when cereal is eaten with milk – which is almost always the case, with 92 percent of cereal consumers choosing to eat their cereal with either milk or yogurt. In fact, 28.4 percent of all milk consumed in the UK is with breakfast cereal.”

The cereal company claims that the guidelines need to account for the fact that people will likely consume their cereals with milk or yogurt, altering the nutritional profile and preventing them from being classed as junk food. Company spokesperson Chris Silcock said the company is unhappy, but will not appeal.

Follow us on TwitterFacebook, or Pinterest

Recommended Stories

Atrail through the woods in the fall.

As Our Planet Gets Greener, Plants Are Slowing Global Warming

An international team of researchers says findings reveal a daunting outlook for our changing climate. ...

The black plague.

The Great Plague Was a Prelude to a New Dynasty

A disease not only plays a role in the fate of an individual, but it ...

ITGC researchers retrieve the robotic submarine Icefin.

First-Ever Images at Foundation of Notorious Antarctic Glacier

During an unprecedented scientific campaign on an Antarctic glacier notorious for contributions to sea level, ...

The Thwaites Glacier.

Understanding How Quickly Massive Antarctic Glaciers Could Collapse

The collapse of the Thwaites Glacier in West Antarctica could significantly affect global sea levels. ...

Ballerina Aesha Ash.

The African-American Ballerina Bringing Ballet to the Streets of New York

Aesha Ash is a ballerina from the U.S. For most of her career, she was ...

A surveillance camera.

What Happens When a Communist Surveillance System Is Exported?

The Chinese government has installed over 200 million cameras throughout the country, making it the ...

Facial recognition equipment.

China Wants to Strengthen Xinjiang Surveillance Through World Bank Money

An exclusive scoop by the news website Axios claims that the Chinese government sought to ...

A reusable water bottle.

6 Eco-Friendly Ideas to Implement in 2020

As our needs grow and resources become more scarce, we need to pay attention to ...

A large container of laundry detergent.

Just Gone Viral: An Eco-Friendly Laundry Detergent Recipe

Laundry detergents often contain chemicals that can be harmful to you and your family. Why ...

Send this to a friend