Kellogg's will not be allowed to promote sugary cereals in supermarket special offers, a court has ruled. In-store promotions on food and drink high in fat, salt or sugar will be restricted under new rules for England. Food giant Kellogg's had taken the government to court arguing the rules did not take into account the nutritional value of added milk. But the Royal Courts of Justice ruled in favour of the government. Kellogg's said it was "disappointed". The Department of Health and Social Care said it strongly welcomed the judgement as location promotion restrictions were expected to deliver more than £57bn of health benefits. From October, foods deemed high in fat, sugar or salt will be banned from prime spots such as checkouts, store entrances, aisle ends and their online equivalents. The company said independent market data showed cereals were eaten with milk or yoghurt in 92% of cases. But Judge Mr Justice Linden said Kellogg's cereals "do not come with instructions for preparation which say that they should be consumed with milk". Kellogg's Mr Silcock said the firm would not appeal against the judgement, but urged the government to rethink the new rules.
