Proposed UK government reforms to the nutrient profiling model (NPM) could reclassify common breakfast staples like bran flakes as “high in fat, salt or sugar” (HFSS) junk food. By shifting the focus from total sugar content to include naturally occurring “free sugars,” officials aim to restrict the advertising and promotion of products deemed unhealthy for children, according to a government spokesperson.
Why are bran flakes being reclassified?
The government intends to update its 20-year-old nutrient profiling model to better align with current dietary advice, according to an official statement. While bran flakes are often marketed as a high-fibre option, they frequently contain added glucose derived from corn or wheat starch to improve texture and taste. Under the proposed system, this inclusion of “free sugars” means many cereals previously viewed as healthy choices may now fall under the HFSS category, triggering stricter marketing regulations.
In 2009, a survey by the consumer group Which? found that some popular cereals contained more sugar per serving than a standard chocolate bar, despite marketing claims emphasizing their nutritional benefits.
What is the industry response to the new rules?
Industry leaders argue that the new classification ignores the broader nutritional value of breakfast cereals. Dean O’Brien, managing director of Kellanova, stated that the proposed changes could “unintentionally undo years of work” aimed at healthier product formulations. According to O’Brien, Kellogg’s has reduced sugar content by 27% and salt by 22% over the last decade. He maintains that products like bran flakes remain “nutritionally dense” and are essential sources of vitamins and iron for many consumers.
How does the new model compare to previous standards?
The core difference lies in the definition of sugar and the prioritization of dietary goals. The current, two-decade-old model focuses on total sugar levels. The proposed update specifically targets “free sugars”—those added to products or present in syrups and fruit juices—while placing a higher premium on fibre content. This creates a regulatory friction point: a product might have high fibre, but if it also contains added glucose for palatability, it may fail the new health threshold.
Pro Tip: Reading Nutrition Labels
Don’t rely solely on front-of-pack health claims. Always check the ingredients list for added starches or syrups, which may contribute to the “free sugar” count even in products marketed as fiber-rich.
Frequently Asked Questions
Will bran flakes be banned from sale?
No. The proposed reforms focus on restricting advertising and promotional placements, such as end-of-aisle displays in supermarkets, rather than banning the sale of the products themselves.
Are all cereals considered junk food under the new plan?
Not necessarily. The government is currently consulting on the model. Manufacturers argue that many fortified cereals provide essential vitamins, and they are providing feedback to ensure these nutritional benefits are accounted for in the final classification.
What is the goal of the new nutrient profiling model?
According to a government spokesperson, the objective is to combat childhood obesity by helping parents make informed choices and limiting the exposure of children to the marketing of high-sugar, high-salt, or high-fat products.
What are your thoughts on these proposed changes? Do you believe the government should focus more on fibre content or total sugar? Share your views in the comments below or subscribe to our newsletter for the latest updates on food policy and consumer health.
