Bran Flakes Face Junk Food Classification Under New UK Nutrition Guidelines

The Lead

In a significant shift to UK nutrition policy, bran flakes and other breakfast cereals may be reclassified as junk food under new government guidelines designed to promote healthier eating. The proposed changes to the UK Nutrient Profiling Model (NPM) would include naturally occurring "free sugars" alongside refined sugar when determining food classifications, potentially affecting products long considered healthy breakfast options.

The New Nutrient Profiling Model

British officials are updating the UK Nutrient Profiling Model (NPM), a system used to determine which foods can be advertised to children and promoted in stores. The key change involves including naturally occurring "free sugars" from ingredients like corn or wheat starch in the assessment, alongside refined sugars. This means that bran flakes, which typically contain added glucose from natural ingredients to enhance palatability, would likely be deemed "high in fat, salt or sugar" (HFSS) under the new system.

Industry Response and Data

The food industry has expressed concern about the potential impact of these changes. Dean O'Brien, managing director of Kellanova (formerly Kellogg Company), warned that the proposed plans had "the potential to unintentionally undo years of work and investment by food companies to encourage healthier choices." He highlighted that Kellogg's has reduced sugar by 27% and salt by 22% in its cereals over the past decade, and under current regulations, all of their children's cereal and four of their five bestsellers are deemed healthy.

O'Brien emphasized that breakfast cereals are "nutritionally dense" and Kellogg's products are "fortified with vitamins and iron." He expressed concern that cereals like bran flakes, which are high in fiber and low in saturated fat, would be reclassified as less healthy under the new guidelines.

Public Health Impact

A government spokesperson defended the changes, noting that previous nutrition rules were 20 years old and did not "reflect the latest dietary advice." They explained that "the new model shifts the focus from total sugars to free sugars and promotes diets higher in fiber." The spokesperson emphasized that "obesity and poor diets rob children of the best possible start in life," and the changes are intended to "support parents to raise the healthiest generation of children by restricting the advertising and promotion of junk food." The government is currently consulting on applying the new model to advertising and promotions restrictions.

Historical Context

This isn't the first time popular breakfast cereals have faced scrutiny from nutrition experts. In 2009, a survey by consumers' organization Which? of 100 cereals found that typical portions of some contained more sugar than a Cadbury chocolate Flake, despite manufacturers' claims to be reducing unhealthy ingredients. At that time, many brands perceived as healthy, including Kellogg's All Bran, Bran Flakes, and Special K, were found to have high levels of sugar.

Future Outlook

The proposed changes represent a significant shift in how the UK classifies healthy foods and could have far-reaching implications for the food industry, particularly breakfast cereal manufacturers. If implemented, the new guidelines would likely lead to restrictions on advertising and promotions for products like bran flakes, potentially affecting consumer purchasing habits and product formulations. The government is currently accepting feedback on the proposed changes, and the final implementation timeline remains uncertain. Food manufacturers may need to reformulate products or adjust marketing strategies to comply with the new regulations, potentially leading to a new generation of healthier breakfast options.