Kellogg’s is mounting a legal challenge against new UK government rules that would stop some of the company’s cereals being prominently displayed in food stores.

Kellogg’s is to permanently add technology it believes is a world first to its cereal boxes to make them accessible to blind and partially sighted people.

The main Irish arm of breakfast cereal giant Kellogg’s last year paid zero corporation tax for the second year running as revenues topped €1.28bn.