Newspaper article The Evening Standard (London, England)

New Health Row over Extras Added to Cereals; Danes Ban Kellogg's Breakfast Bestsellers

Newspaper article The Evening Standard (London, England)

New Health Row over Extras Added to Cereals; Danes Ban Kellogg's Breakfast Bestsellers

Article excerpt

Byline: JONATHAN PRYNN;REBECCA SMITH

A MAJOR debate over the safety of breakfast cereals was ignited today after a health scare over added ingredients.

It came following a ban on sales by Kellogg's in Denmark of a string of bestselling products - including Rice Krispies, Cornflakes and Special K - amid concern over the quantity of added vitamins and minerals.

Danish food watchdogs say the products contain so much vitamin B6, B12, folic acid, iron and calcium that consumers could "overdose".

But manufacturing giant Kellogg's today moved swiftly to limit the damage.

It said it was appealing against the ruling by the Danish Veterinary and Food Administration (DVFA).

The DVFA warned yesterday that cereals and snack bars fortified with extra minerals and vitamins could cause liver and kidney damage. Besides a risk of consumers "overdosing" on vitamins, it said, there could also be a danger to unborn babies if the products were consumed regularly by pregnant mums.

However the company today said it was baffled by the decision and insisted the supposed risk was a "non-issue".

Chris Wermann, Kellogg's European director of corporate affairs said: "The Danes supplement their diets by taking vitamin pills every day. The Danish government encourages this because of the very basic diet in their country.

"But this issue has been misrepresented. Their scientists are saying excessive consumption is bad for you - not that eating Kellogg's products is bad for you."

British food authorities today rushed out a statement to reassure consumers about eating fortified cereals. The Food Standards Agency said: "Our dietary survey shows that people's diets in the UK, which include fortified breakfast cereals and snacks, are well below the recommended maximum levels of vitamins and minerals. …

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