New EU rules ban marketing of sugar-rich cereals with bogus health claims

As per the new European Union (EU) rules, there will be a ban on sugar-rich breakfast cereal firms and other manufacturers with regard to marketing their products as health foods, thereby preventing them from dressing up their 'high in sugar, fat and salt' products with spurious health claims.


The new rules imply that not only will there be officially-authorized and legally-binding definitions for certain terms, like 'low fat', 'high fibre' and 'reduces cholesterol', but there will also be an accuracy check for all new foods making health claims, before they hit the stores. Apparently, the new rules will largely affect certain Kellogg's and Nestle brands.


With the EU experts examining 4,000 such foods marketed with bogus health claims, it is evident that henceforth food producers will not be able to cover their so-called 'junk-stuffed' products by highlighting only the healthy components during their marketing.


Backing the EU move, Corinne Vaughan, of UK's Food Standards Agency, said: "Manufacturers make a variety of claims. Some are genuine but other foods are heavily promoted on the basis of health claims for one ingredient, while unhealthy levels of sugar, fat and salt hardly get a mention."


Meanwhile, noting that the Association of Cereal Food Manufacturers resented the change in rules, saying that though cereals are high in sugar, their wonderful nutrients like vitamins and minerals are essentially "healthy."