Rebecca Hubbard
Posted: Tuesday, August 24, 2010 2:45 pm

Complaints from Nestlé and Kellogg’s over a TV documentary that criticised sugar levels in their breakfast cereals have been thrown out by TV watchdog Ofcom.

The programme, called What’s In Your Breakfast?, an edition of the popular 'Dispatches' series, was broadcast in October of 2009.

Kellogg’s were claimed to be “shovelling sugar into children”. It was also stated that 14kg of sugar a year could be avoided by youngsters if they did not eat cereals from the company.

On Nestlé, the programme claimed that their advertising made misleading health claims and inappropriately targeted children.

In the judgement, Ofcom found that neither company had been treated unfairly, despite claims from them that they were not given an adequate chance to respond to the programme's findings.

The production company behind What’s In Your Breakfast? could next be looking at value fish fingers after it emerged last week that they were researching processes in the manufacture of the foodstuff.