Kellogg’s has expressed concern that its All-Bran flakes could be classified as “junk food” under upcoming health regulations proposed by the Labour government. The company warned that new rules could lead to some cereals being removed from store shelves, potentially reversing years of progress in promoting healthier breakfast options.

The planned reforms aim to lower the threshold for sugar content in food products by including naturally occurring sugars in the assessment of whether an item qualifies as unhealthy. Kellogg’s emphasized that a serving of All-Bran Originals contains 120 calories and 8 grams of added sugar. The cereal also provides a significant amount of dietary fiber, which is linked to a reduced risk of heart disease and certain cancers.

Government officials defended the measures, stating the updated standards will align with the latest dietary guidelines aimed at improving public health. The changes are part of broader efforts to combat diet-related illnesses by encouraging manufacturers to reformulate products and consumers to make healthier choices.

While industry representatives argue that the new criteria may unfairly penalize products like All-Bran flakes that contain beneficial nutrients, health advocates maintain that including natural sugars in evaluation provides a more comprehensive measure of a food’s overall impact. The debate highlights the challenge of balancing nutritional benefits against sugar content in the formulation and regulation of processed foods.