Trial was a cereal killer

AN anti-obesity campaign to switch calorie-packed breakfast cereals to the top shelf of supermarkets appears to have flopped.

Popular brands including Kellogg’s Frosties were shifted away from eye level to encourage parents to shun sugary products.

But the 12-week trial at over 40 Sainsbury’s stores has made little difference to sales of healthier cereals, which increased by less than one per cent, says research by Boston Consulting Group.

A spokesman for the company said: “The cereal placement trial had a nonsignificant impact.”

TWO volumes of a 15th Century encyclopaedia from China’s Ming Dynasty sold for £7.3million – 1,000 times the estimate.