Kellogg’s filled cereals contain too much sugar and in the UK cannot be promoted with 2-for-1 discounts or advertisements at the supermarket checkout. This was ruled by Judge Linden of the British High Court, dismissing the appeal by the giant with a parent company in the US.
Too much sugar in Kellogg’s cereals (and more)
Almost all filled breakfast cereals, not just Kellogg’s brand, contain very high amounts of sugar. Up to 32g per 100g of product, as we saw in our market survey of 24 products.
For this reason, the
Health and Care Bill
, which introduces restrictions on junk food marketing, has been attacked in a legal battle by the breakfast cereal giant. The ‘defensive’ argument is that the product is consumed with milk, so it enjoys an improved nutritional profile. But following common sense, the judge struck it down, calling it‘surprising.’
‘The suggestion Frosties (37g of sugar per 100g, ed.) should not be regarded as a less healthy product because of the nutritional value of the milk is surprising,’ Judge Linden wrote.
Crackdown on HFSS foods
The policy initiated two years ago by the British government to combat obesity, overweight and related diseases (NCDs) includes some measures to de-emphasize the marketing ofHigh in Fat, Sugar and Salt (HFSS) foods. Restrictions on large outlets and limits on online, app and TV advertising before 9 p.m.
The entry into force of the regulatory package, expected in October 2022, was postponed last May by Premier Boris Johnson. The reason given is the price crisis. However, it is clear that the emergency should be addressed to protect the consumption of simple and healthy foods, certainly not for ultra-processed products.
The model chosen by WHO
The UK model is also exemplary according to WHO Europe, which has called on its 56 member states to follow it to reduce consumption of HFSS foods and combat the obesity and overweight epidemic, which is also serious in Italy, with one in four children at risk.
The war economy, with the price and supply crisis, seems to be the new mantra chosen by the lobbyists to continue fattening the population and their own coffers. Self-defense comes through information. Even the simple and free one offered by the Yuka app, which instantly reveals the nutritional profile of packaged foods on the smartphone.
Professional journalist since January 1995, he has worked for newspapers (Il Messaggero, Paese Sera, La Stampa) and periodicals (NumeroUno, Il Salvagente). She is the author of journalistic surveys on food, she has published the book "Reading labels to know what we eat".
