Bran flakes could be flagged as unhealthy junk food in new Government rule

Bran flakes could be flagged as unhealthy junk food in new Government rule The change would also cover everything from yoghurt to pasta sauce Bran flakes and other 'healthy' cereals could be labelled 'junk food' under Government plans to reclassify all foods. The UK Nutrient Profiling Model (NPM) is being updated so that food packaging displays how much sugar comes from 'natural sugars' as well as added sugar. Cereals like bran flakes use corn or wheat starch as an ingredient - which contain enough natural sugar for the breakfast staple to be reclassified as a High Fat Salt or Sugar food (HFSS), according to The Telegraph. Kellogg's says the move could put people off food which is beneficial thanks to things like high-fibre content and added vitamins and minerals, or could see some cereals pulled from shelves completely. Kellogg's UK managing director Dean O’Brien said: “Over the last decade, Kellogg’s has reduced sugar by 27pc and salt by 22pc in its cereals and under current regulations all of our children’s cereal, and four of our five best-sellers, are deemed healthy. “However, under the newly proposed plans, cereals such as bran flakes, which are high in fibre and low in saturated fat, would be re-classified as less healthy.” One source told The Telegraph: “The Government is moving the goalposts for businesses that have acted in good faith.” The move could also hit things like yoghurt with fruit, with the natural fruit and milk sugars making the food HFSS. It could also cover pasta sauces thanks to the sugar in tomatoes. Kate Halliwell, the Food and Drink Federation's chief scientific officer, said: “Food brands have worked over many years and invested hundreds of millions of pounds to change products people know and love to make them healthier. New Government proposals risk undermining this work by badging a wide range of foods, from high-fibre breakfast cereals to fruit yoghurts, as ‘less healthy’." She added: "In some categories, like breakfast cereals, there will be very limited ‘healthier’ options left, despite breakfast cereals being nutrient-dense and an easy and affordable option for families.” Ms Halliwell added: “Most of us aren’t getting enough fibre in our diets, and breakfast cereals are an important source of fibre for people of all ages." A Government spokesman said: “Obesity and poor diets rob children of the best possible start in life and this is about supporting parents to raise the healthiest generation of children by restricting the advertising and promotion of junk food. We are currently consulting on applying the new model to the advertising and promotions restrictions and will consider all feedback.”