Nestle condemned for 'irresponsible' KitKat cereal campaign

The Food Foundation has joined forces with public health campaigners to criticise a campaign run by Nestlé promoting its new KitKat cereal.

The world's largest food and drink manufacturer has been branded "deeply irresponsible" for marketing chocolate at breakfast, claiming the product was a 'nutritious choice' - despite a quarter of the ingredients being made up of sugar.

Nestlé, which has publicly committed to selling healthier food, faced a public backlash from consumers after launching the product.

Now, The Food Foundation has teamed up with campaigners from nine leading organisations to write to the company's chief executive officer Richard Watson demanding answers.