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