Kellogg's has dismissed reports it had been rebuked by the Department of Health over its TV ad suggesting Coco Pops as an after-school treat.

Complaints against the ad were thrown out by the Advertising Standards Authority last week, but according to the Children's Food Campaign, DH was planning a meeting with Kellogg's "to discuss our concerns that the adverts contradicted messages to eat healthier snacks".

This week, however, Kellogg's branded the claim "pressure group rhetoric". Commun-ications director Chris Wermann said he had had a meeting with DH, but that this was a regular scheduled meeting as part of the Change4Life programme.

"The Coco Pops ad was mentioned in passing and I advised them the campaign had run its course. The conversation moved on," he said. "Pressure groups clearly would like the Coco Pops ad banned. The ad was within the rules. It was promoting Coco Pops as an afternoon snack to replace crisps and confectionery, which a significant proportion of parents feed to hungry children when they get home for quick energy. Our research showed parents would switch to this lower sugar, salt and fat product but not from fruit."