Cereal & Cereal Bars

Sucrose is sucrose, whether it takes the form of table sugar or apple juice concentrate, argues Foodwatch. GettyImages/CherriesJD

'Date paste, sugar beet juice... Using pseudonyms for sugar is not acceptable,' says complainant

Kellogg, Hipp and five others told to remove misleading 'no added sugar' claims

By Niamh Michail

The Dutch Advertising Authority has told seven manufacturers and retailers, including Kellogg, Albert Heijn and Hipp, to remove ‘no added sugar’ claims from products that are sweetened with date paste, apple juice concentrate and sugar beet syrup.

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