Bran flakes could be classified as junk food under new government reforms aimed at promoting healthier eating habits in the UK.
Proposed Changes to Nutrient Profiling
The UK government plans to update its nutrient profiling model (NPM) to include naturally occurring 'free sugars' alongside refined sugar when determining whether a food is healthy or unhealthy. Bran flakes typically contain added glucose from natural sources like corn or wheat starch to improve taste, making them likely to be deemed 'high in fat, salt or sugar' (HFSS) under the new system.
Industry Concerns
Dean O'Brien, managing director of Kellanova (formerly Kellogg Company), warned that the proposals could 'unintentionally undo years of work and investment by food companies to encourage healthier choices.' He noted that Kellogg's has reduced sugar by 27% and salt by 22% in its cereals over the past decade, and under current regulations, all children's cereals and four of five bestsellers are considered healthy.
'However, under the newly proposed plans, cereals such as bran flakes, which are high in fibre and low in saturated fat, would be re-classified as less healthy,' O'Brien added. He emphasised that breakfast cereals are 'nutritionally dense' and fortified with vitamins and iron.
Government Response
A government spokesperson stated that previous nutrition rules were 20 years old and did not 'reflect the latest dietary advice.' The new model 'shifts the focus from total sugars to free sugars and promotes diets higher in fibre.'
'Obesity and poor diets rob children of the best possible start in life, and this is about supporting parents to raise the healthiest generation of children by restricting the advertising and promotion of junk food,' the spokesperson said. The government is currently consulting on applying the new model to advertising and promotions restrictions.
Historical Context
This is not the first time popular cereals have been scrutinised. In 2009, a Which? survey of 100 cereals found that typical portions of some contained more sugar than a Cadbury chocolate Flake, despite manufacturers' claims of reducing unhealthy ingredients. Many brands perceived as healthy, including Kellogg's All Bran, Bran Flakes, and Special K, also had high sugar levels at the time.
