THE American cereal company Kellogg’s appeals to the courts against her British Government for the new directives under which some of the cereal prepared by the company will not be displayed in a prominent position in the showcases of food stores due to the their high sugar content.
Kellogg’s, which makes, among other things, cereals Frosties, Coco Pops and Crunchy Nutstated that the formula used by the British government to measure the nutritional value of cereals is wrong and is not legally applicable.
“It counts the cereals dry while they are almost always eaten with milk”said Mr. Chris Silkock, the director of Kellogg’s UK branch.
“All of this matters because, if you do not take into account the nutrients that are added when cereals are consumed with milk, the full nutritional value of the meal is not measurable,” said Silkok.
According to him, the company is appealing to the courts to change the way of measurement.
A judicial review requested by Kellogg’s has been accepted and a hearing will begin today.
New regulations will restrict the placement of high fat, sugar and salt (HFSS) foods and beverages in stores and the promotion of these goods from October.
Products that are considered less hygienic may not be displayed for sale in high-profile locations such as checkout counters, store entrances, supermarket aisles, and similar online outlets.
Stores will also be asked to limit promotions to high-fat, high-sugar, high-sugar (HFSS) products, such as “one-half free” or “one-to-three gift” offers.
The Health and Social Welfare Service defended the new regulations, but said it could not comment on Kellogg’s case.
“Obesity costs the NSS more than $ 7.5 billion a year and is the second leading cause of cancer in the UK,” said a spokesman for the agency.
“Breakfast cereals make up 7% of children ‘s daily intake of fast – moving carbohydrates. Limiting 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,” he added.
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