Kellogg’s, the owner of brands from Coco Pops to Special K, has launched legal action against the UK government over new junk food rules that will ban some cereals from being prominently displayed on supermarket shelves.
The in-store promotion of junk food products will be limited, meaning they will not be allowed to be featured in high profile locations such as checkouts, store entrances, aisle ends and in prominent positions in supermarket apps and websites.
Kellogg’s argues the rules fail to take into account the fact that 92% of people eat cereal with milk or yoghurt, which changes the nutritional profile of its products and means they would not be classified as junk food.
“We believe the formula being used by the government to measure the nutritional value of breakfast cereals is wrong and not implemented legally,” said Chris Silcock, UK managing director at Kellogg’s.
“It measures cereals dry when they are almost always eaten with milk. All of this matters because, unless you take account of the nutritional elements added when cereal is eaten with milk, the full nutritional value of the meal is not measured.”