Kellogg’s has sued the UK government in court over rules that would ban supermarkets from displaying their most unhealthy cereals.
But campaign members say the cereal maker – whose favorites are loved by millions – could easily circumvent the ban by simply cutting back on sugar and salt.
An analysis by MailOnline reveals that their worst products may contain 14 g of sugar per serving, more than a Krispy Kreme donut (12.6 g). Other popular cereals contain just as many calories as Mars Bar (230 vs. 228) and more salt than a pack of traditional Walker chips (0.43 g vs. 0.34 g).
Kellogg’s has been accused of trying to “get away” from health ministry regulations coming into force in October, which will focus only on high-calorie, saturated fat, sugar and salt (HFSS) foods and beverages.
The promotion of HFSS foods in shops will be restricted when the rules take effect, which means that they will not be allowed to be presented in high profile places, such as cash registers, shop entrances and trail ends. Regulations will also prohibit reusable promotions.
The cereals giant – whose much-loved brands include Cornflakes and Coco Pops – says the calculations used to judge its products are “wrong” and “not legally enforced” as they look only at dry bowls, ignoring all food. benefits of milk.
But health activists have responded to allegations, accusing the US-based company of wasting taxpayers’ money by suing the government instead of simply reducing the sugar content of its products.
Catherine Jenner, director and registered nutritionist at Action on Sugar and Action on Salt, told MailOnline: “Crunchy Nut cornflakes still contain two and a half teaspoons of sugar per serving, whether you add milk or not.
MailOnline examines the nutritional content of Kellogg’s cereals, including Coco Pops, Crunchy Nut and Rice Krispies. Among the worst offenders was the caramelized Crunchy Nut granola, which contained 230 calories per serving, more than the Mars bar (228 calories). The sweetest option was Crunchy Nut chocolate clusters, which contain 14 g of sugar per serving, more than the original Krispy Kreme glazed donut (12.6 g of sugar). And bunches of honey and crunchy nuts were the saltiest option for breakfast at Kellogg’s, with 0.43 g per serving – more than a packet of ready-made salted chips (0.34 g salt)
WHAT SHOULD A BALANCED DIET LOOK LIKE?
Food should be based on potatoes, bread, rice, pasta or other starchy carbohydrates, ideally whole grains, according to the NHS.
• Eat at least 5 servings of a variety of fruits and vegetables each day. All fresh, frozen, dried and canned fruits and vegetables are counted
• Dishes are based on potatoes, bread, rice, pasta or other starchy carbohydrates, ideally whole grains
• 30 grams of fiber per day: This is the same as eating all of the following: 5 servings of fruits and vegetables, 2 whole-grain cereal biscuits, 2 thick slices of whole-grain bread and a large baked potato with the skin on
• Have alternatives to dairy or dairy products (such as soy drinks) by choosing options with lower fat and sugar content
• Eat some beans, legumes, fish, eggs, meat and other proteins (including 2 servings of fish each week, one of which should be fatty)
• Choose unsaturated oils and spreads and consume in small amounts
• Drink 6-8 glasses / glasses of water a day
• Adults should eat less than 6 g of salt and 20 g of saturated fat for women or 30 g for men per day
Source: NHS Eatwell Guide
“If Kellogg’s wants to be able to advertise their products, then instead of trying to convince us that adding milk makes their products healthier, they should try to remove some of the salt and sugar – it will work.
“They have already managed to improve the health of some of their products by doing just that, so they know it’s possible.
“Instead of wasting taxpayers ‘money to sue our government, why not spend some of their own profits on investing in their clients’ health?”
MailOnline analyzes the nutritional content of 36 Kellogg cereals available in supermarkets in the UK.
The crunchy nuts were the most caloric, with one serving of caramelized granola (230), followed by granola with nuts and chocolate (224) and granola with chocolate pie (217).
This is about one tenth of an adult’s daily intake and is similar to the Mars bar (228).
The NHS tells men to eat about 2,500 calories a day to maintain their body weight, while the average woman needs 2,000 calories a day.
Consuming too many calories can lead to obesity, which affects a quarter of Britons and increases the risk of type 2 diabetes, heart disease, some cancers and stroke.
Crispy nut options also topped the table with sugar, with the chocolate cluster variant containing 14 g per serving.
This was followed by a version of chocolate honeycomb granola (12 g), granola with fruits and nuts (12 g) and bunches of honey and nuts (12 g).
In comparison, the original Krispy Kreme glazed donut contains 12.6 g.
It is estimated that the British limit themselves to 30 grams of added sugar each day, as a diet rich in sugar can lead to weight gain and tooth decay.
Sugar naturally found in milk, fruits and vegetables are not considered added sugars. The NHS says “we don’t need to reduce these.”
Kellogg’s saltiest cereal is crispy nuts with honey and nuts (0.43 g), followed by fruit and fiber (0.4 g), All-Bran (0.38 g), Crunchy Nut chocolate clusters (0, 37 g) and All Bran golden crunch (0.37 g).
The most severe offenders are about seven percent of the daily recommended adult intake, and they all have more salt than a packet of salted chips ready for the Walkers (0.34 g).
The NHS advises people to limit themselves to 6 g of salt a day, as overeating can raise blood pressure, increasing the risk of heart disease and stroke.
According to the government’s next step in the war on obesity, the October rules stop including HFSS foods in repeat purchases, such as buy-and-receive-free deals and “extra free” deals, such as when manufacturers offer extra-large packaging. and declare that there is a “50 percent extra for free”.
The rules, which only apply to companies with more than 50 employees, will also stop advertising food with HFSS at the checkout, in queue areas, at the end of aisles and store entrances.
Products affected by the new rules include chocolate, pastries, cakes, ice cream, biscuits, yogurt, pizza, chips and ready meals, as well as cereals.
The government will decide whether a food is HFSS based on a Nutrient Profiling Model (NFM) developed by the Food Standards Agency.
It evaluates products on the basis of their nutrient content per 100 g, with points awarded for so-called ‘A’ nutrients – calories, saturated fat, sugar and sodium – and ‘C’ nutrients – fruits, vegetables, nuts, fiber and proteins.
The result for healthier nutrients “C” is subtracted from less healthy nutrients “A”, as foods that receive four or more points are considered HFSS and subject to government regulations.
But Kellogg’s – who is challenging the Supreme Court’s ruling – said the formula was “wrong” because it calculated a grain score based on the fact that it was eaten dry when nine out of 10 people ate breakfast milk.
Chris Silcock, managing director of Kellogg for the United Kingdom, said: “All this matters because, unless you take into account the nutrients added when cereals are consumed with milk, the full nutritional value of the food is not measured.”
The company filed a lawsuit against the Ministry of Health in the Supreme Court, and the hearing took place today.
Lawyers for the cereal producer told the court that “there has been no experience” in recognizing that cereals “are not eaten the way they are sold.”
Tomorrow, the court will hear the government’s lawyers, who claim in written statements that the policy is “clearly legal”.
HOW DO FOODS HIGH WITH FAT, SUGAR AND SALT BE CALCULATED?
From October, foods and beverages that are considered high in fat, sugar and salt (HFSS) will be banned from store promotions as part of plans to tackle rising levels of obesity.
The food will be considered HFSS based on the Nutrient Profiling Model (NPM) developed by the Nutrition Standards Agency for the broadcasting regulator Ofcom, which uses the model to regulate foods advertised for children.
It evaluates products on the basis of their nutrient content per 100 g, with points awarded for so-called ‘A’ nutrients – calories, saturated fat, sugar and sodium – and ‘C’ nutrients – fruits, vegetables, nuts, fiber and proteins.
The result for healthier nutrients “C” is subtracted from less healthy nutrients “A”, as foods that receive four or more points are considered HFSS and subject to government regulations.
If a food product receives a rating of 4 or more or a beverage product 1 or more, it will be considered less healthy and therefore HFSS, which means that it falls under the new government rules.
EXAMPLE: 100G FRUIT TROLLEY SOUR MILK
Energy (kG) = 459 (1 point)
Saturated fat = 1.8 g (1 point)
Total sugar = 13.4 g (2 points)
Sodium = <0.1 g (0 points)
TOTAL A POINTS = 4
Fruits, vegetables and nuts = 8% (0 points)
Fiber = 0.6 g (0 points)
Protein = 6.5 g (4 points)
TOTAL C POINTS = 4
GENERAL REPORT (AC) = 0 (this product will not be subject to promotional restrictions)
Professor Günther Kunle, an expert in nutrition and food science at the University of Reading, told MailOnline that the nutritional outcome of Kellogg’s cereals would be “of course more appropriate” if it included how cereals were eaten.
But since most cereals are consumed the same way – with milk – “it doesn’t matter” if that’s taken into account, he said.
Professor Kunle noted that the UK’s focus on food reformulation has reduced salt and sugar levels for Britons, while they remain much higher in other European countries and the United States.
He added: “I think it’s important for consumers to be aware that many cereals are high in sugar – they are often considered ‘healthy’ because of their fiber content or vitamin enrichment, but that doesn’t really compensate for sugar …
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