SUGARY breakfast cereals face being banished to the top shelves — like porn.
Shifting brands such as Kellogg’s Frosties above the eyeline is the latest idea to tackle the obesity crisis.
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A trial at more than 40 Sainsbury’s branches in the capital hopes to “nudge” young consumers towards healthier alternatives.
If the scheme is successful, it could be rolled out across the country.
The idea follows a study by the European Commission’s Joint Research Centre that found almost two-fifths of cereals have too much sugar, salt or fat to be marketed to children. This year, campaign group Action on Sugar warned of alarming salt and sugar levels in brands which had packs featuring cartoons and bright colours to appeal to youngsters.
Its research found Malt O Meal Marshmallow Mateys was the worst offender with a staggering 40 per cent sugar. It was followed by Morrisons Choco Pillows, which are 36 per cent sugar, and Sainsbury’s Frosted Flakes at 34 per cent.
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“Breakfast cereals should be a healthy choice, as they contain fibre and are fortified with vitamins and minerals; however cereals with packaging that may appeal to children often contain unacceptable amounts of sugar,” said nutritionist Kawther Hashem of Action on Sugar.
Dr Alison Tedstone, chief nutritionist at Public Health England, added: “Breakfast cereals can be a healthy start to the day, but some contain far too much sugar.”
The World Obesity Council says more than ten per cent of kids aged five to nine are obese.
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