Fruit and Fibre - Neighbourhood Retailer

Kellogg’s loses court case over sugary cereal supermarket offers

Linda Stewart — Mon, 04 Jul 2022 11:06:05 +0000

Food giant Kellogg’s must not display sugary cereals in supermarkets’ most prominent spots, a court has ruled.

In-store promotions on food and drink high in fat, salt or sugar will be restricted under new rules for England.

Kellogg’s had taken the government to court arguing the rules did not take into account the nutritional value of milk added to the breakfast cereal.

But the Royal Courts of Justice ruled in favour of the government. Kellogg’s said it was “disappointed”.

“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,” said Kellogg UK managing director, Chris Silcock.

The new rules were due to start in October but have been delayed by the government due to the cost of living crisis.

When they do come into play, it will mean foods deemed high in fat, sugar or salt will be banned from prime spots like checkouts, store entrances, aisle ends and their online equivalents.

Popular brands such as Crunchy Nut Corn Flakes and Fruit and Fibre are classified as high sugar in their dry form.

But Kellogg’s argued that including added milk would change the calculation by reducing the proportion of sugar and salt content relative to the weight of the overall serving.

The company said independent market data showed cereals were eaten with milk or yoghurt in 92% of cases.

But Judge Mr Justice Linden said Kellogg’s cereals “do not come with instructions for preparation which say that they should be consumed with milk”.

His judgement said he found no unfairness to Kellogg’s and the public health case for the new rules was compelling, proportionate and rational.

The post Kellogg’s loses court case over sugary cereal supermarket offers first appeared on Neighbourhood Retailer.

Kellogg’s in court battle over new rules for high-sugar cereals

Linda Stewart — Wed, 27 Apr 2022 10:30:09 +0000

Kellogg’s is taking the government to court over new rules that would prevent some cereals being prominently displayed in stores because of their high sugar content.

The food company says the rules fail to consider the nutritional value of the milk added to the product.

The company says independent market data shows cereals are eaten with milk or yoghurt in 92% of cases.

But the government said the new rules would help tackle childhood obesity.

Under the new regulations for England, which come into force from October, retailer promotions on food and drink high in fat, salt or sugar will be restricted.

Products covered by the restrictions will also not be allowed to be featured in key locations such as checkouts, store entrances, aisle ends and their online equivalents.

Popular brands such as Crunchy Nut Corn Flakes and Fruit and Fibre are classified as foods that are high in fat, sugar or salt in their dry form and so retailers may be prevented from displaying such products in prominent positions, harming sales.

Including added milk would change the calculation by reducing the proportion of sugar and salt content relative to the weight of the overall serving.

Chris Silcock, Kellogg’s UK Managing Director, said: “We believe the formula being used by the government to measure the nutritional value of breakfast cereals is wrong and not implemented legally. 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.”

A hearing on the issue begins later at the Royal Courts of Justice in London.

The post Kellogg’s in court battle over new rules for high-sugar cereals first appeared on Neighbourhood Retailer.