Kellogg's has lost a legal battle against new promotional regulations in UK supermarkets.
The HFSS (High in fat, salt and sugar) regulations will see limitations around where foods deemed high in sugar and fats can be located in the supermarket and the types of advertising they are allowed to have in store. This will affect a number of Kellogg's brands including Corn Flakes, Frosties and Coco Pops.
Kellogg's argued against the inclusion of many kinds of cereal in the HFSS category, saying that the ruling did not consider the nutritional value once milk is added.
The company's claim was dismissed on Monday by Mr Justice Linden. It was determined that the addition of milk did not change the sugar levels or nutritional value of the Kelloggs cereals and that they do fall into the HFSS category.
The new regulations are set to come into effect in October, as a means to challenge obesity levels in the UK.
