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Kellogg has had its arguments rejected by a British court after it took legal action against the UK government over new sugar regulations, according to Reuters. The company had challenged the new rules, which will stop some of its breakfast cereals from being prominently displayed in supermarkets due to their sugar content. Kellogg argued that the way the government is measuring the nutritional value of cereal – without milk or yogurt – is “wrong”. The new regulations, which come into effect in October, are designed to help tackle childhood obesity and will restrict the promotion of food and drink products that are high in fat, salt or sugar (HFSS). When launching the challenge, Kellogg said that it supported the government’s work to tackle obesity, demonstrated by its past efforts to reduce sugar and salt in its cereals. A spokesperson now told Reuters: "While disappointed with this judgement, we respect the decision of the courts and do not intend to appeal. We still believe that it is important that cereals are measured in a way which reflects how most people eat them – with milk. We also remain concerned at the way the government introduced these regulations – which, in our view, was without proper parliamentary scrutiny."