US food company Kellogg's K.N is taking the British government to court over new rules that would stop some of its breakfast cereals being displayed prominently in grocery stores because of their high sugar content.
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Kellogg's, whose brands include Frosties, Coco Pops and Crunchy Nut, said the formula being used by the government to measure the nutritional value of cereals was wrong and not being implemented legally.
"It measures cereals dry when they are almost always eaten with milk," said Chris Silcock, Kellogg's UK Managing Director.
"All of this matters because unless you take account of the nutritional elements added when cereal is eaten with milk, the full nutritional value of the meal is not measured."
Silcock said the company was going to court to get the formula changed.
Kellogg's has had an application for a judicial review approved and a court hearing will begin on Wednesday.
New rules will restrict the placement of food and drink high in fat, salt or sugar (HFSS) in stores and promotion of those goods by retailers from October.
