Bran flakes could be classed as junk food under new healthy eating guidelines

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The UK nutrient profiling model (NPM) is being revised to count naturally occurring "free sugars"—such as the glucose from corn or wheat starch added to bran flakes for palatability—alongside refined sugar, which would likely classify the cereal as "high in fat, salt or sugar" (HFSS) under the new restrictions on advertising and promotion. Kellanova’s UK managing director stated the firm has cut sugar by 27% and salt by 22% in its cereals over a decade and that under the proposal bran flakes, described as high in fibre and low in saturated fat, would be deemed less healthy. A government consultation on applying the updated model is underway.