Kellogg’s (K.N) is suing the British government over new laws that would prevent certain of its breakfast cereals from being prominently displayed in grocery stores due to their high sugar content.
Kellogg’s, whose brands include Frosties, Coco Pops, and Crunchy Nut, argued the government’s formula for calculating cereal nutritional value was incorrect and not being followed legally.
“It measures cereals dry whereas they are nearly invariably consumed with milk,” Kellogg’s UK Managing Director Chris Silcock remarked.
“All of this is significant because the entire nutritional value of a meal is not calculated unless the nutritional ingredients supplied when cereal is eaten with milk are taken into consideration.”
Silcock stated that the corporation will take the formula to court to get it altered.
Kellogg’s judicial review case was approved, and a court hearing will begin on Wednesday.
From October, new restrictions will limit the placement of high-fat, high-salt, and high-sugar foods and beverages in stores, as well as retailer promotion of those items.
Checkouts, entrances, aisle ends, and their online equivalents are not allowed to feature products that are regarded less healthful.
On so-called HFSS products, stores will also be required to limit volume pricing promotions such as “buy one, get one free” or “3 for 2” deals.
The Department of Health and Social Care (DHSC) declined to comment on Kellogg’s case, but defended the new rules.
“Obesity costs the NHS (National Health Service) over 6 billion pounds ($7.5 billion) per year and is the UK’s second leading cause of cancer,” according to a DHSC representative.
“Breakfast cereals account for 7% of children’s typical daily free sugar intake. The cross-government effort to halve children obesity by 2030, avoid hazardous diseases, and promote healthy life expectancy includes limiting the promotion and advertising of less healthy foods.”