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Breakfast cereal makers were put under the spotlight again last week when food lobby group Action on Sugar (AoS) claimed many branded breakfast cereals were “deliberately deceiving shoppers” by not using easy-to-read, colour-coded nutrition labelling on the front of packs.

The group surveyed 25 cereal makers, highlighting the fact that while top brands such as Bear, Jordans, Kellogg’s and Nestle all do use front-of-pack labelling, they do not use the Department of Health’s recommended colour-coding (or traffic-light labels). AoS claims this makes it very difficult for consumers to interpret the information and make informed…