Kellogg’s Loses Legal Battle Over Sugary Cereal Offered By Supermarkets

A judge has ruled that Kellogg’s cannot promote sugary cereals in supermarket special offers. In-store marketing for foods and beverages rich in fat, salt, or sugar will be limited under new England regulations.

Kellogg’s had taken the government to court, claiming that the rules did not account for the nutritional value of additional milk. The Royal Courts of Justice, however, found in favour of the administration. Kellogg’s stated that company 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 Department of Health and Social Care said it was pleased with the decision since location marketing limitations were likely to result in more than £57 billion in health benefits.

“Together with the volume price restrictions, these changes will protect children up and down the country from products high in saturated fat, sugar or salt,” a spokesperson said.

Foods rich in fat, sugar, or salt will be restricted from prime locations such as checkouts, store entrances, aisle ends, and their online equivalents beginning in October. The government has delayed the suspension of promotions such as buy-one-get-one-free offers for a year due to the cost of living problem.

Popular Kellogg’s brands like Crunchy Nut Corn Flakes and Fruit and Fibre are high in sugar when dry. However, Kellogg’s maintained that introducing extra milk would affect the calculation by reducing the quantity of sugar and salt content compared to the entire weight of the serving.

According to the corporation, cereals were consumed with milk or yoghurt in 92 percent of cases, according to independent market statistics.

However, Kellogg’s cereals “do not come with preparation instructions that suggest they should be taken with milk,” according to Judge Mr Justice Linden.

Breakfast cereals can be part of a healthy diet, according to Justice Linden.

However, he cautioned that touting the nutritional benefits of a specific breakfast cereal “does not change the fact that if it has extra fat, sugar, or salt, that aspect of the product is detrimental to a child’s health.”

“Nor does mixing a breakfast cereal which is high in, for example, sugar, with milk alter the fact that it is high in sugar.”

According to his decision, there was no unfairness to Kellogg’s and the public health justification for the new standards was compelling, reasonable, and sensible.

Kellogg’s Silcock stated that the company would not challenge the decision, but encouraged the government to reconsider the new guidelines.

“By restricting the placement of items in supermarkets, people face less choice and potentially higher prices,” he added.

(Adapted from


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