The Kellogg’s cereal plant at 425 Porter Street on October 7, 2021 in Battle Creek, Michigan. (Photo by Rey Del Rio/GETTY IMAGES NORTH AMERICA/Getty Images via AFP)
LONDON (AP) — Cereal giant Kellogg’s said Wednesday it has launched a legal challenge against new rules that will limit the prominence of sugary foods in English shops as part of a new campaign against obesity.
The government’s strategy only calculated the fat, salt and sugar content of cereals when eaten dry, not when eaten with milk, the US company said in a statement announcing the judicial review.
“We have tried to have a reasonable conversation with the UK government for the last 12 months about making this change, but to no avail,” said Chris Silcock, Kellogg’s UK managing director.
TV ad ban
“All of this is important because unless you take into account the nutritional elements that are added when the cereal is eaten with milk, you are not measuring the full nutritional value of the food,” he said.
The new regulations, which will come into force in England in October, will also ban television advertising for unhealthy foods before 9 p.m., in an attempt to limit children’s exposure.
The state-funded National Health Service (NHS) estimates that around 10 percent of 4- and 5-year-olds are obese, and it’s double that figure for 10- and 5-year-olds. 11 years.
It adds that one in four adults is obese, and cheap, high-calorie foods are blamed in part.
The government said it would resist Kellogg’s challenge, pointing out that obesity costs the NHS more than 6 billion pounds ($7.5 billion) a year and is the second leading cause of cancer in the UK.
“Breakfast cereals contribute 7 per cent, a significant amount, to children’s average daily intake of free sugar,” a Health Ministry spokesman said.
“Restricting the promotion and advertising of less healthy foods is an important part of the intergovernmental strategy to halve childhood obesity by 2030, prevent harmful diseases and improve healthy life expectancy, so that we can continue to improve health around the world. country”.
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