Kellogg loses UK fight to block ban on sugary cereal promotions, Marketing & Advertising News, ET BrandEquity

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Breakfast giant Kellogg Co. lost a legal bid on Monday to block new anti-obesity measures in England banning the promotion of sugary cereals. The US company that makes Coco Pops, Frosted Flakes, Frosties and Rice Krispies had challenged the UK government over regulations that came into force in October restricting the promotion of foods high in fat, sugar or salt.

A High Court judge rejected the company’s argument that the regulations fail to take into account the nutritional value of milk added to cereal.

Judge Thomas Linden said mixing a high-sugar breakfast cereal with milk did not change the fact that it was high in sugar.

Kellogg’s argument that its cereals like Crunchy Nut Clusters and Milk Chocolate Curls “somehow become healthy products if eaten with milk is completely unconvincing because adding milk does not alter the nutritional profile of the products themselves,” Judge wrote.

Under the regulations, unhealthy foods will be banned from high-profile areas of supermarkets such as checkouts, store entrances and aisle ends. There will also be restrictions on how they are displayed in online supermarket search results. Other rules taking effect next year will prohibit buy-one, get-one-free and other multi-buy promotions.

Kellogg UK chief executive Chris Silcock said the company was disappointed but did not plan to appeal.

“By restricting the placement of items in supermarkets, people face less choice and potentially higher prices,” he said, urging the government to rethink regulations amid a cost crisis of life.

CAIT General Secretary Praveen Khandelwal said that in protest against this decision by the TSG Board, the traders’ delegation will meet with state finance ministers and hand them a memorandum.

However, the festive seasons of the past two years have been marked by Covid-induced supply disruptions and intermittent closures which have impacted consumer shopping behavior. “We believe this year’s holiday season will be robust,” said Nissan Joseph, chief executive of footwear retailer Metro Brands. “Additionally, we are dealing with the remnants of the third wave from last October, so we remain optimistic.”

According to the report, Twitter removed 43,656 accounts for child sexual exploitation, non-consensual nudity and similar content, while 2,870 accounts were banned for promoting terrorism.

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