American cereal maker fails to halt new curbs on promotion of unhealthy foods
Kellogg’s has lost its bid to block the UK’s new curbs on the promotion of unhealthy foods after a London judge threw out the suit, calling the moves to fight obesity “compelling”.
The US company argued that the sugar content of its cereals should be measured after milk is added. Kellogg’s said the legislation as planned will measure the nutritional value of breakfast cereals by dry weight, rather than how they are eaten. It said the full nutritional value of the meal, including milk, should be measured.
The legislation hopes to reduce childhood obesity and will restrict where some types of food are displayed in stores and when they are advertised online. Multibuy promotions of foods high in fat, salt and sugar — such as buy one, get one free — will also be banned.
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