The UK government is considering a major overhaul of food classification rules that could see bran flakes and other traditionally healthy cereals labeled as junk food. The proposed changes to the UK Nutrient Profiling Model (NPM) would require food packaging to distinguish between natural sugars and added sugars, potentially reclassifying many products as High Fat, Salt, or Sugar (HFSS) items.
Impact on Breakfast Cereals
Cereals such as bran flakes, which contain corn or wheat starch, have enough natural sugar to fall under the new HFSS classification, according to The Telegraph. This has alarmed manufacturers like Kellogg's, which argue that the move could discourage consumption of foods that are beneficial due to high fiber content and added vitamins and minerals.
Kellogg's UK managing director Dean O’Brien stated: “Over the last decade, Kellogg’s has reduced sugar by 27% and salt by 22% in its cereals. Under current regulations, all of our children’s cereal and four of our five best-sellers are deemed healthy. However, under the newly proposed plans, cereals such as bran flakes, which are high in fiber and low in saturated fat, would be re-classified as less healthy.”
Broader Implications
The changes could affect a wide range of foods beyond cereals. Fruit yogurts, for example, might be classified as HFSS due to natural sugars from fruit and milk. Pasta sauces could also be impacted because of the sugar content in tomatoes. A source told The Telegraph: “The Government is moving the goalposts for businesses that have acted in good faith.”
Kate Halliwell, chief scientific officer at the Food and Drink Federation, commented: “Food brands have worked over many years and invested hundreds of millions of pounds to change products people know and love to make them healthier. New Government proposals risk undermining this work by badging a wide range of foods, from high-fibre breakfast cereals to fruit yoghurts, as ‘less healthy’.”
She added: “In some categories, like breakfast cereals, there will be very limited ‘healthier’ options left, despite breakfast cereals being nutrient-dense and an easy and affordable option for families. Most of us aren’t getting enough fibre in our diets, and breakfast cereals are an important source of fibre for people of all ages.”
Government Response
A government spokesman defended the proposals, stating: “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. We are currently consulting on applying the new model to the advertising and promotions restrictions and will consider all feedback.”
