Ofcom has thrown out complaints by Nestlé and Kellogg’s over a TV documentary that criticised the amount of sugar in leading breakfast cereals.

The edition of Channel 4’s Dispatches, entitled What’s In Your Breakfast?, was broadcast last October.

It claimed Kellogg’s was “shovelling sugar into children” and that youngsters could reduce their sugar intake by 14kg a year by avoiding certain cereals made by the company.

The programme claimed that Nestlé’s advertising inappropriately targeted children and made misleading health claims.

The regulator found that neither company had been treated unfairly, despite separate complaints that they were not given an adequate chance to respond.

Value fish fingers could be next under the spotlight after it emerged last week that the production company behind What’s In Your Breakfast? was researching processes in the category.

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Focus On Breakfast (14 August 2010)
Now fish fingers face shock doc treatment (14 August 2010)