Coke Zero is a great product. With a great taste, superb packaging, and backed up by genius execution, it's a deserving winner of the Star Product Award at this week's The Grocer Gold Awards. It also helped Coca-Cola Enterprises win the Best Branded Supplier Award (see p33 for details of all the winners). But what a crazy world it is where Coca-Cola is free to advertise Coke Zero, a non-calorific but nutrient-free carbonated drink, while the FSA's Nutrient Profiling Model simultaneously sees Asda's TV ads for whole milk barred. Interestingly, Coke Zero cannot be sold into school vending machines in England under regulations introduced by the School Food Trust. It can be sold in Scottish schools, however. Confused? So is everyone. Flavoured milks are in a dispute with the School Food Trust (see p8). And Glisten's Fruitus bar, made from organic oats, dried fruit and a little organic sunflower oil, finds itself barred because it is classified as confectionery (see p24). This week's news also sees Kellogg's announcing plans to reformulate Frosties, Coco Pops, Rice Krispies and other children's breakfast cereals across the globe, reducing salt, sugar and saturated fat levels (see p4). The only exception is Britain, where the absurdity of the 100g measure at the heart of the Nutrient Profile Model means such reformulations make not a blind bit of difference. You would think, then, that the FSA intends to conduct its review of the model with some urgency. Apparently not. Although consultation kicked off informally this week, the FSA told interested parties that changes were unlikely before spring 2009. Without doubt the quango's investigations should be thorough. But such a glacial schedule suggests the FSA is not only dragging its feet but is still in denial.