Kellogg’s and other manufacturers told to remove misleading ‘no added sugar’ claims

The Dutch advertising authority have ruled that seven manufacturers and retailers will have to remove their ‘no added sugar’ claims on products which are sweetened with date paste, apple juice concentrate and sugar beet syrup.

Sugar outlines. Photo credit: Pixabay

Sugar outlines. Photo credit: Pixabay

The food industry watchdog Foodwatch filed the complaints against products on sale in the Netherlands which claimed that they had no added sugar, despite using other sweeteners such as concentrated sugar beet syrup.

Two of the complaints related to Kellogg’s cereals: Crunchy Muesli with Apricot and Pumpkin and Muesli with Almonds, Cashews and Cocos which contain respectively 14% and 15% date paste. According to the European Union’s Nutrition and Health Claims Register a no added sugar claim can only be used if the product contains no sugar or no other ingredient used as a sweetener.

Other products to have the complaints upheld are:

  • Dutch supermarket Albert Heijn’s Rinse apple syrup which the main ingredient is concentrated beet juice and contains 61% sugars.
  • The UK company Urban Fruit’s strawberry sweets which are sweetened with apple juice.
  • UK’s Cawston Press tomato juice which contains glucose
  • Hipp’s baby biscuits which contain 28% apple juice concentrate

Children's Food Campaign


mailing list

Children's Food Campaign: Better food and food teaching for children in schools, and protection of children from junk food marketing are the aims of Sustain's high-profile Children's Food Campaign. We also want clear food labelling that can be understood by everyone, including children.

The Green House
244-254 Cambridge Heath Road
London E2 9DA

0203 5596 777

Sustain advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, promote equity and enrich society and culture.

© Sustain 2019
Registered charity (no. 1018643)
Site map
Data privacy & cookies