Bran flakes could be classed as junk food under new healthy eating guidelines | Food & drink industry
Bran flakes may be reclassified as junk food under proposed UK government reforms aimed at improving public health, according to officials. The plan would update the nutrient profiling model (NPM) to include naturally occurring “free sugars” alongside refined sugars when assessing food healthiness. Bran flakes, which contain added glucose from ingredients like corn or wheat starch, are likely to meet criteria for “high in fat, salt or sugar” (HFSS) foods under the new system, according to a government spokesperson.
The UK has long been a major consumer of sugared breakfast cereals despite longstanding concerns about their nutritional value. The proposed changes reflect a shift in dietary guidelines, with the government stating previous nutrition rules were 20 years old and did not align with current advice. The new model emphasizes free sugars and fiber, a focus the spokesperson said aims to “support parents to raise the healthiest generation of children.”
Why it matters
The reclassification could impact marketing and availability of products like Kellogg’s Bran Flakes, which the company argues are nutritious. Dean O’Brien, managing director of Kellanova (formerly Kellogg’s), warned the reforms “could unintentionally undo years of work” to improve cereal healthiness. Kellogg’s claims its cereals have reduced sugar by 27% and salt by 22% over the past decade, with four of its five bestsellers currently deemed healthy under existing rules.
The debate highlights tensions between public health goals and industry efforts to promote healthier options. A 2009 survey by the consumers’ organization Which? found some cereals contained more sugar per portion than a Cadbury chocolate Flake, despite manufacturers’ claims of reducing unhealthy ingredients. This history underscores ongoing scrutiny of cereal nutrition, even as companies like Kellogg’s emphasize fortification with vitamins and iron.
What may happen next
The government is consulting on applying the new NPM to advertising and promotion restrictions, with feedback to be considered. If implemented, the changes could lead to stricter limits on cereal marketing, particularly to children. However, the outcome remains uncertain, as the proposed model is still under review. Industry representatives may push for adjustments to avoid reclassifying high-fiber, low-saturated-fat products like bran flakes as unhealthy.
Frequently Asked Questions
What is the UK government’s proposed change to food classification? The government plans to update the nutrient profiling model to include naturally occurring “free sugars” alongside refined sugars when determining if foods are healthy or unhealthy.
How has Kellogg’s responded to the proposed reforms? Kellogg’s managing director warned the changes could undermine efforts to improve cereal healthiness, noting the company has reduced sugar and salt in its products over the past decade.
What is the next step for the proposed reforms? The government is consulting on applying the new model to advertising and promotion restrictions, with feedback to be considered before finalizing any changes.
How might these reforms affect consumer choices in the long term?