Kellogg Strengthens Marketing Practices to Children

6/14/2007

Kellogg Company is undertaking two major initiatives that further strengthen its commitment to meeting consumers' health and nutrition needs by adjusting what and how the company markets to children and through new front- of-pack nutrition labeling. Regarding what and how it markets to children under 12 using nutrition criteria, the company will use its new internal standard, the Kellogg Global Nutrient Criteria (Nutrient Criteria), to determine which products will be marketed to children on TV, print, radio and Internet as well as how those products are marketed, including use of licensed properties, Web site activities directed to children, promotions/premiums, product placement and in-school marketing. Kellogg will continue its practice of not advertising to children under six. The Nutrient Criteria set an upper threshold per serving of less than or equal to 200 calories, less than or equal to 2 grams of saturated fat, labeled 0 grams of trans fat, less than or equal to 230 milligrams of sodium and labeled 12 grams of sugar. Those products that don't meet the Criteria (almost 50 percent of Kellogg products currently marketed to children worldwide) will either be reformulated to meet the Nutrient Criteria or they will no longer be marketed to children under 12 by the end of 2008. The Nutrient Criteria will also guide targeted future innovation and product development.
In addition, beginning later this year, consumers will see Guideline Daily Amounts (GDAs) on the front of ready-to-eat cereal packages in the United States, Canada and Mexico. In the United States, new packaging will feature an easy-to-use labeling system on the top, right-hand corner of cereal boxes, identifying percentages of calories, total fat, sodium and grams of sugar per serving. As a company, Kellogg is responsive to meeting the nutrient needs in the countries where it operates. As such, the front-of-pack labels will also identify the nutrients American consumers need to consume more of including fiber, calcium, potassium, magnesium, vitamin A, vitamin C and vitamin E. The percentages are based on a typical 2,000 calorie daily diet.