Kellogg’s challenges new UK obesity rules

LONDON: Cereals giant Kellogg’s said yesterday it had launched a legal challenge against new rules that will limit the prominence of sugary foods in English shops as part of a new campaign against obesity.

The government’s strategy only calculated the fat, salt and sugar content of cereals when eaten dry, not when taken with milk, the US company said.

“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,” said Kellogg’s UK managing director Chris Silcock. The new regulations, to take effect in England in October, also ban TV ads of unhealthy foods before 9pm.