The makers of KitKat cereal have come under fire from a Labour frontbencher for claiming the breakfast treat is "nutritious".
Shadow Health Secretary Wes Streeting claimed Nestle are "not serious" after having the "audacity" to make the claim.
He used the product as an example when he outlined Labour plans to encourage healthier diets.
Speaking on Sunday with Laura Kuenssberg this morning he said: "I don't particularly want to go around banning things, but then you see Nestle marketing new KitKat cereal to children, and even having the audacity to claim it's nutritious.
"This is not serious from Nestle. So, I expect a greater degree of responsibility on the part of the food and drink industry to look at how they can help us to give people the chance to make healthier choices, better choices, so that we can reduce the incidence of chronic disease."
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Mr Streeting said he wants to "work with the food and drink industry to look at the product formulation and how we improve people's diets".
Wes Streeting said Labour would be focusing on encouraging people to eat healthily (Getty Images)He also hinted that minimum pricing for alcohol could be an option.
Asked if he would consider the measure, Mr Streeting refused to rule it out, stating: "There are a number of things we are looking at in relation to prevention measures, public health measures. We want to make sure that we're not just living longer, but living more healthfully for longer."
The Nestle website states: "As well as being oh-so chocolatey and tasty, this crunchy breakfast cereal is made with wholegrain and is a source of vitamins and minerals."
A Nestle spokeswoman said: “It is always our intention to be responsible and transparent in the marketing of our products, and we adhere to local regulations and guidelines.
We have also been consistent that we are open to the idea of effective regulation in the UK that drives proper innovation in our sector and has the desired health outcomes that we all wish to see.
“We always want to hear feedback and to be part of the debate. While the consumer reaction to this new cereal has been very positive, we also welcome these views which come from people we very much respect."
On top of healthy eating, Mr Streeting said Labour would also go "a lot further" than the Government has on smoking and vaping, the shadow health secretary has said.
He said "On smoking, for example, we have said we will go a lot further than the Government has, particularly not just on smoking, by the way, but on vaping, where we've got a whole generation of children and young people being addicted to nicotine on this Government's watch.
"Teachers reporting children showing signs of nicotine addiction in the classroom. I think it's outrageous the way these irresponsible industries behave."
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