The BBC reports that in-store promotions on food and drink high in fat, salt or sugar will be restricted under new rules for England.
Food giant Kellogg’s had taken the government to court arguing the rules did not take into account the nutritional value of added milk.
But the Royal Courts of Justice ruled in favour of the government. Kellogg’s said it was “disappointed”.
The Department of Health and Social Care said it strongly welcomed the judgement as location promotion restrictions were expected to deliver more than £57bn of health benefits.
“Together with the volume price restrictions, these changes will protect children up and down the country from products high in saturated fat, sugar or salt,” a spokesperson said.
Mr Justice Linden said there was “no dispute” that breakfast cereals can be part of a healthy diet.
He added, however, that promoting the nutritional benefits of a particular breakfast cereal “does not affect the point that if it contains excess fat, sugar or salt, that feature of the product is adverse to a child’s health.
“Nor does mixing a breakfast cereal which is high in, for example, sugar, with milk alter the fact that it is high in sugar.”
His judgement said he found no unfairness to Kellogg’s and the public health case for the new rules was compelling, proportionate and rational.