The logo of Kellogg’s is seen above a trading post on the trading floor of the New York Stock Exchange, October 29, 2019. Breakfast giant Kellogg’s has lost a legal bid to block new anti-obesity measures banning the promotion of sugar in England. Muesli. A High Court judge on Monday 4 July 2022 dismissed the company’s argument that the regulations do not take into account the nutritional value of milk in cereals. (AP Photo/Richard Drew, FILE)
LONDON (AP) – Breakfast giant Kellogg’s on Monday lost a legal bid to block new anti-obesity measures banning the advertising of sugary cereals in England.
The US company, which makes cocoa pops, frosted flakes, frosties and rice krispies, has challenged the UK government over rules that came into force in October banning the advertising of foods high in fat, sugar or salt.
A High Court judge dismissed the company’s argument that the regulations do not take into account the nutritional value of milk in cereals.
Judge Thomas Linden said that mixing a high-sugar breakfast cereal with milk doesn’t change the fact that it has a higher sugar content.
The judge wrote that Kellogg’s argument that cereals like Crunchy Nut Clusters and Milk Chocolate Curls “somehow become healthy products when eaten with milk is completely unfounded, since the addition of milk results in the addition of milk to the products.” can”. The nutritional profile does not change.”
Under the rules, unhealthy foods will be banned from high-profile locations such as checkouts, store entrances and aisle ends in supermarkets. There will also be restrictions on how they appear in online supermarket search results. More rules coming into effect next year will ban single purchases, get a free quote and other promotions for multiple purchases.
Kellogg’s UK chief executive Chris Silkock said the company was disappointed but had no plans to appeal.
“By restricting the placement of items in supermarkets, people are facing less choice and potentially higher prices,” he said, urging the government to reconsider the rules amid the cost of living crisis.
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