UK considers 'junk food' label for bran flakes

The UK government is considering reforms to its nutrient profiling model (NPM), potentially reclassifying popular breakfast cereals such as bran flakes as 'junk food'. This proposed update aims to include naturally occurring 'free sugars' in the assessment of food healthiness, alongside refined sugars. Currently, many cereals, including bran flakes, are considered healthy under existing regulations, despite concerns about their sugar content.

Food manufacturers argue that these changes could negate years of effort in reducing sugar and salt. For instance, Kellanova has reportedly reduced sugar by 27% and salt by 22% in its cereals over the past decade. The government maintains that the current rules, established two decades ago, do not align with contemporary dietary advice. The proposed model shifts focus to free sugars and encourages higher fibre intake, supporting efforts to combat childhood obesity by restricting junk food advertising and promotions.