Now nan­ny­ing health chiefs want to stop your chil­dren eat­ing...

The Mail on Sunday - - News - By Stephen Adams HEALTH CORRESPONDENT

IT HAS a decades-old rep­u­ta­tion as a ce­real that fam­i­lies eat to boost their health. Yet now, the ‘nanny state’ is set to la­bel All-Bran as a junk food that should be avoided by chil­dren – along­side Spe­cial K and Shred­dies.

Fruit yo­gurts made by or­ganic brands such as Yeo Val­ley and Rachel’s may also be cat­e­gorised as un­healthy by Pub­lic Health Engl and – and banned from be­ing ad­ver­tised on chil­dren’s TV.

The net has been widened af­ter ex­perts re­duced the rec­om­mended daily sugar limit in a bid to tackle the obe­sity cri­sis. A UN re­port last week found Bri­tain was the third fat­test na­tion in Europe.

But last night Chris Snow­don, of the In­sti­tute of Eco­nomic Af­fairs, said PHE’s ‘pu­ri­tan­i­cal’ foods as­sess­ment model would also lead to pure or­ange juice – which counts as one of your five-a-day fruit and veg por­tions – be­ing clas­si­fied as junk food.

He said: ‘ The Gov­ern­ment has al­lowed the nanny state lobby to write pol­icy and this is the out­come. It is wor­ry­ing how lit­tle thought seems to have gone into it.’

Un­til now only break­fast ce­re­als such as cho­co­late cov­ered rice pops and sugar-coated corn­flakes have been banned from chil­dren’s TV ads. How­ever, the in­de­pen­dent Sci­en­tific Ad­vi­sory Com­mit­tee on Nu­tri­tion (SACN) has con­cluded we should get no more than five per cent of our calo­ries from sugar added to food – half the pre­vi­ous max­i­mum.

The new rules have drawn in Kel­logg’s All-Bran, which has 18g of sugar per 100g. All-Bran is also high in fi­bre ( 27g/ 100g) and pro­tein (14g/100g). Fi­bre helps cut the risk of bowel can­cer, while pro­tein helps build and main­tain mus­cles. But this counts for lit­tle un­der PHE’s model.

It is a sim­i­lar story with other break­fast brands The Mail on Sun­day tested, which were also clas­si­fied as ‘less healthy’ un­der the new model. They in­cluded Kel­logg’s Spe­cial K, Nes­tle Shred­dies, Alpen Orig­i­nal and Jordan’s Raisin & Al­mond Crunchy Oat Gra­nola. PHE said the ‘nu­tri­ent pro­fil­ing model’ was a draft which has not been fi­nalised. If, how­ever, it is adopted, all ads for these prod­ucts will be banned from chil­dren’s TV. Ce­re­als which passed the test in­cluded Weetabix Clas­sic and Nes­tle Shred­ded Wheat.

The Bri­tish Di­etetic As­so­ci­a­tion said the pub­lic risked be­ing con­fused ‘about what is and isn’t a junk food’ while the Food and Drink Fed­er­a­tion said the pro­posed model could ‘ de­monise’ foods that are ‘a healthy com­po­nent of a child’s diet’.

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