Kellogg‘s is heading to court in England over the country’s new restrictions around promoting products that are high in sugar, fat or salt.
In an effort to tackle childhood obesity, England is implementing a new set of rules that would regulate the amount of promotion products with high amounts of sugar, salt and fat get. Restrictions include products no longer being allowed to be featured in checkouts, store entrances, aisle ends or online, BBC reports.
While many products fall into the high-sugar, fat and salt categories, cereal companies aren’t ready for the new rules, as the regulations could damage sales. And it seems cereal companies aren’t going out without a fight.
One particular company is Kellogg’s, which hosts some of the most popular cereal brands like From Loops, Honey Smacks, Frosted Flakes and more. In a statement, Kellogg’s said that it has “tried to have a reasonable conversation with government,” but the two parties aren’t seeing common ground.
“We believe the formula being used by the government to measure the nutritional value of breakfast cereals is wrong and not implemented legally. It measures cereals dry when they are almost always eaten with milk,” said Chris Silcock, Kellogg’s UK Managing Director, BBC reports. “All of this matters because, unless you take account of the nutritional elements added when cereal is eaten with milk, the full nutritional value of the meal is not measured.”
On the other hand, health-centered groups are confused as to why Kellogg’s is taking the government to court over the matter.
“This is a blatant attempt by a multinational food company to wriggle out of vital new regulations that will limit their ability to profit from marketing their unhealthy products,” said Caroline Cerny of the Obesity Health Alliance,” BBC reports. It’s shocking that a company like Kellogg’s would sue the government over its plans to help people be healthier rather than investing in removing sugar from their cereals.”