British court dismisses Kellogg's objections

British court dismisses Kellogg's objections

The world's largest breakfast food company, Kellogg Co., lost a judicial battle on Monday to stop England's new anti-obesity regulations that forbid the promotion of sugary cereals.

Monday's court attempt by breakfast food behemoth Kellogg Co. to stop new anti-obesity regulations was unsuccessful preventing the promotion of sugary cereals in England.

The US manufacturer of Frosted Flakes, Frosties, Coco Pops, and Rice Krispies had contested the laws issued by the UK government that will prohibit the promotion of certain foods rich in sodium, sugar, or fat.

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 go away.

The judge stated, "Kellogg's claim that its cereals, like Crunchy Nut Clusters and Milk Chocolate Curls, suddenly become healthy items if they are drunk with milk is entirely implausible. The addition of milk does not affect the nutritional profile of the products themselves.

Aisles ends, store entrances, and checkout lines will all be prohibited from selling unhealthy goods under the new laws. Aside from that, there will be limitations on how they'll in the results of an online supermarket search. Buy one, get one free and such multi buy promotions will be prohibited under new regulations that go into force the following year.

Chris Silcock, managing director of Kellogg UK, said the business is dissatisfied but has no plans to sue appeal.

People may have fewer options and potentially pay more because supermarket placement rules limit what can be sold there.

In light of the current issue in the cost of living, he urged the government to reconsider the regulations.