Britain's love affair with breakfast cereals is set to take a hit under new government proposals aimed at tackling unhealthy eating. Bran flakes, a staple in many UK households, could soon be reclassified as 'junk food' due to its high natural sugar content – even though it's still low in saturated fat and rich in fibre.
The changes seek to update the nutrient profiling model (NPM) by taking into account naturally occurring 'free sugars', alongside refined sugars. This means that many popular breakfast cereals, including bran flakes, may be deemed 'high in fat, salt or sugar' (HFSS), potentially affecting their marketing and sales.
Dean O'Brien, managing director of Kellanova (formerly Kellogg Company), has expressed concerns about the potential impact of these plans. In an interview with The Telegraph, Mr O’Brien pointed out that Kellogg’s has made significant reductions in sugar content (27%) and salt levels (22%) over the past decade – but many of their products, including popular children's cereals, might still be classified as unhealthy under the new system.
Mr O'Brien highlighted that breakfast cereals are often 'nutritionally dense', providing essential vitamins and iron to consumers. He argued that the reclassification of bran flakes could undermine years of progress made by food companies in promoting healthier choices. Kellogg’s has invested heavily in reducing sugar levels, with many of their products already meeting current health standards.
A government spokesperson explained that the existing nutrition rules are outdated, having been in place for over two decades. The new model aims to promote diets higher in fibre and address obesity and poor diets, which can have long-term consequences for children's health.
This move is not a first-time scrutiny of popular cereals. A 2009 survey by the consumer organisation Which? revealed that some breakfast cereals contained more sugar than a Cadbury chocolate Flake – despite manufacturers' claims of reducing unhealthy ingredients. Kellogg’s own brands, such as All Bran, Bran Flakes, and Special K, were highlighted for their high sugar levels at that time.