Kellogg's wants weight claim approved

The Kellogg Company has filed an application which would allow it to make health claims about its ready-to-eat cereals.

Seeking approval from the European Food Safety Authority under the proprietary and emerging science article 13.5 for generic breakfast cereals, Kellogg's wants to claim that its products can help to reduce body weight, body fat and waist circumference.

According to NutraIngredients.com, the firm is going through article 13.5 rather than 13.1 in order to protect the food ingredients used its production process, which would have to be disclosed under the latter.

Marta Baffigo, public affairs director Europe for Kellogg's, told the website: "As we understand article 13.5, five years after approval of the health claim, the wording can then can be used by other cereal manufacturers but our scientific data does not have to be made public."

Kellogg's recently announced it is to discontinue the production of some of its Coco Pops products, such as Coco Pops Straws and Coco Pops Creations, Marketing magazine reported.

Posted by Jason Webster.