June 14, 2007
Kellogg Says It Will Market Only Nutritious Food to Children

The Kellogg Company said today it is changing "what and how" it markets to children between the ages of six and twelve, using "nutrient criteria" that set an upper threshold per serving of no more than 200 calories, 2 grams of saturated fat, zero grams of trans fat, 230 milligrams of sodium, and 12 grams of sugar. The new criteria will apply to advertising on TV, radio, and the Internet, as well as in print, and will include in-school marketing, the company said. The change will require reformulation of some products to meet the nutrient criteria, and products that do not make the cut will not be marketed to children under 12 by the end of 2008, according to a press statement. The company also announced that beginning later this year, consumers will see Guideline Daily Amounts on the front of ready-to-eat cereal packages in the United States, Canada, and Mexico. In the U.S., new packaging will feature a label on the top, right-hand corner of cereal boxes, identifying percentages of calories, total fat, sodium, and grams of sugar per serving. The labels will also identify nutrients Americans need to consume more of, including fiber, calcium, potassium, magnesium, and vitamins A, C, and E. Kellogg brands include Kelloggs, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Special K, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr's, Plantation, Ready Crust, and Kashi.