Belgian snacks major Lotus Bakeries is suing Dutch cereal start-up Holie’s over an advertising dispute regarding sugar levels in cereals and snack bars. Holie’s created a “sugar score” system to rank products based on sugar content, causing controversy with brands like Nakd and Trek. The case has gone to court in Amsterdam.

Holie’s defends its scoring system as a tool to help consumers make informed food choices. The company rates products based on sugar content, labeling them as A (0-5% sugar), B (5-10%), or C (more than 10%). Holie’s believes their classification is fair and transparent, despite the legal challenge from Lotus Bakeries.

Lotus Bakeries claims Holie’s advertising strategy is misleading and violates marketing regulations. The dispute centers around the comparison of sugar levels in various products, sparking a legal battle between the two food companies. Holie’s insists their sugar score system is a valuable resource for consumers seeking healthier options.

Holie’s, founded in 2018 by Merick Schoute and Valentijn van Santvoort, focuses on marketing cereals without added sugars or sweeteners, high in protein and fiber. The company has gained traction in the Netherlands and Belgium, generating €13.4m ($14m) in revenue in 2024. Holie’s expanded to the UK market in January through online retailer Ocado, further establishing its presence in the industry.

Read more at Yahoo Finance: Lotus Bakeries hits cereal start-up Holie’s with lawsuit