Which? has sparked a new row over food labelling after research by the consumer body showed some products marketed as low-fat or reduced-calorie options were often no healthier than standard ranges.

The report cites examples including Kellogg’s Special K, which has the same calorie count per bowl as the same company’s Corn Flakes and more than Bran Flakes.

Also taken to task are Weight Watchers’ sliced white loaf, which the body says is nutritionally almost identical to some regular white loaves on the market, and McVitie’s light digestive biscuits, which have less fat but more sugar than original digestives.

The report also questions the effectiveness of a number of over-the-counter diet supplements.

“If you’re looking for a New Year quick fix to shed a few pounds, weight-loss products aren’t the answer,” said Which? services research head Nikki Ratcliff. “Just because foods are labelled as light or advertised as diet brands, it doesn’t mean they’re the lowest calorie option.

“Look at other similar products on the shelf – you might find some that don’t brand themselves as light actually have fewer calories or less fat or less sugar, so you’d be better off buying them instead.”

However, the industry was quick to reject the criticism, with the Food & Drink Federation saying: “The improved labelling that now appears on all major brands is helping consumers to quickly spot whether or not a particular product meets their needs.”
 
Kellogg’s said: “Consumers aren’t stupid. The reason Special K is one of the UK’s biggest selling cereals is because it works.”