A court has ruled that Kellogg’s will not be allowed to promote sugary cereals in special offers at supermarkets.
Promotions on in-store food and drink high in fat, salt or sugar will be restricted under new rules introduced in England.
But Kellogg’s brought legal proceedings against the government earlier this year after arguing that it did not take into account the nutritional value once milk is added.
In a judgment today (4 July), the judge dismissed the claim. He found that added milk would not affect the high-sugar content.
He also pointed out that Kellogg’s cereals ‘do not come with instructions for preparation’. This means there is no indication that ‘they should be consumed with milk’.
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‘Disappointed’ with outcome
Chris Silcock, managing director of Kellogg UK, said the company was ‘disappointed’.
However, he insisted that the company will not appeal the decision – but called on the government to reconsider its policies.
Diane Rochford, president of the British Society of Dental Hygiene & Therapy (BSDHT), earlier this year voiced her support in favour of the government’s efforts.
‘We support the government’s efforts to reduce the sugar consumed by both adults and children in the UK,’ she said.
‘All too often, high-sugar content foods and drinks are causing the incidence of tooth decay and obesity to increase to a worrying degree.’
She added: ‘We are particularly concerned about the effect on children and their long-term health.’
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