Consumers bet on a healthy breakfast of cereals with milk

The maker of Frosties and Coco Pops was challenging UK government calculations of HFSS products,arguing that the nutritional value of breakfast cereals should be assessed by the way they are eaten, rather than their dry weight as sold.

“It is evident that cereals for breakfast are not eaten dry”,argued the manufacturer’s lawyer Tom Hickman QC.

“They are not designed to be eaten that way, they are not marketed to be eaten that way, and in practice they are not eaten that way.”

fairlife 52oz_2 percent_poured cereal

Kellogg’s breakfast cereals are often eaten with milk, as confirmed by internal Fairlife research, which found that 81% of Americans are more likely to drink a glass of milk with breakfast than with other meals.

  • According to the national survey, classic cow’s milk is the preferred choice over non-dairy alternatives for 77% of Americans.
  • 66% of those surveyed prefer to pour cold milk over their hot oatmeal;
  • 44% of Millennials are more likely than other generations to pour their milk before deciding on their choice of cereal;
  • 50% of respondents let cereal sit in milk before eating;
  • 74% of Millennials, 72% of Gen Zers, and 56% of Boomers love the taste of cereal-infused milk;
  • 38% of those surveyed enjoy a glass of milk with toast;
  • 20% of those surveyed enjoy a glass of milk with fruit;
  • 51% of parents are more likely to choose milk over tea/coffee, water and soft drinks as their favorite comfort drink;
  • 69% of respondents drink milk for nutrition and 61% for taste.

kellogg glitch

But at his sentencing in early July, Judge Linden dismissed Kellogg’s claim.

noticing that there is “no dispute”that breakfast cereals can be part of a healthy diet, he added, “The argument that there are nutritional benefits in the consumption of a certain cereal for breakfast does not affect the point that if it contains excess fat, sugar or salt, that characteristic of the product is detrimental to the health of the child.”

It also found that the question of how cereals should be consumed and measured had been considered and resolved in the consultations.

the new timeline

October 2022: Store laws remain applicable in England and Wales from October this year, banning HFSS products in “impulse” areas, such as checkouts or shelf ends. [Some exemptions do apply: stores that are smaller than 185.8m2 (2,000 square feet); speciality food stores that sell one type of product, such as chocolate; and businesses with less than 50 employees.]

October 2023: The ban on food and beverage multi-buy offers and restrictions on free soft drink refills will now be delayed for a year.

January 2024: Planned restrictions to ban HFSS advertising on television before 9:00 p.m. and online paid advertisements have also been delayed and will go into effect in January 2024.

A wholly owned subsidiary of The Coca-Cola Company, Fairlife, founded in 2012, has been recognized by both Fast Company and Nielsen for pioneering ultrafiltration in the dairy industry and a value-leading portfolio of better-for-you products. -added dairy category: from ultrafiltered lactose-free milk and protein shakes to light ice cream.

In 2021, the company achieved double-digit sales week over week, culminating in an annual record of over $1 billion in total US retail sales.

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