Kellogg Co.

Read the article below.

A legal attempt by breakfast food manufacturer Kellogg Co. to stop new anti-obesity measures in England prohibiting the promotion of sugary cereals was futile. The United Kingdom had been challenged by the American corporation that creates Coco Pops, Frosted Flakes, Frosties, and Rice Krispies. Government rules limiting the promotion of foods heavy in fat, sugar, or salt take effect in October. The company's claim that the rules do not consider the nutritional benefit of milk added to cereal was rejected by a High Court judge. According to Judge Thomas Linden, adding milk to breakfast cereal that contains a lot of sugar does not make that fact any less true.

The judge criticized Kellogg's claim that its cereals like Crunchy Nut Clusters and Milk Chocolate Curls "somehow become healthy products if they are consumed with milk," writing that this claim is "wholly unconvincing" because the addition of milk does not change the nutritional composition of the cereals themselves. As a result of the rules, unhealthy items will no longer be sold in prominent areas of supermarkets including the checkout line, store entrances, and aisle ends. Additionally, there will be limitations on how they are shown in online supermarket search results. Additional ordinances that go into force the next year will prohibit multi-buy sales and buy one, get one free deal.

Chris Silcock, managing director of Kellogg's U.K., stated that although the corporation is upset, it has no intention of appealing. In light of the current cost-of-living issue, he compelled the government to reconsider the restrictions, saying that restricting where products can be placed in supermarkets could result in fewer choices and potentially higher prices for consumers.