Cereal company to cut the fat


Summary

The company will also stop aggressive marketing campaigns targeting youngsters.

南宁桑拿

Company brands such as Froot Loops cereal and Pop-Tarts toaster pastries that fall outside certain standards will either be reformulated or dropped from advertising that reaches audiences

where at least half of the people are under age 12.

The change comes after parents and advocacy groups worried about child obesity threatened a lawsuit.

The new standard calls for a single serving of a product to contain no more than 200 calories; have no trans fat and no more than 2g of saturated fat; have no more than 230mg of sodium; and have no more than 12g of sugar.

One in three cereals fail standards

A third of the cereals that Kellogg markets to children in the US fall outside those standards, says Mark Baynes, chief marketing officer.

Most cereals fall inside the calorie guideline, he says, but meeting the sugar and sodium standards could be the most challenging.

David Mackay, Kellogg's president and chief executive, says the company was taking action because of increasing concerns about marketing to children.

No more marketing to children

Twenty-seven per cent of Kellogg's US advertising spending is directed to children under 12.

The company also plans to make immediate changes to its websites for children, including automatic screen time limits and information about healthy lifestyles and nutrition.

It also said it would limit images of foods in computer games, downloads and wallpaper that don't meet the new criteria.

Kelloggs to advertise guidelines

Kellogg also is adding nutritional information to the front of its cereal boxes in North America.

The summary "Guideline Daily Amounts" is designed to provide a snapshot of how the food fits into a proper diet.

"Wherever possible, implementation of Kellogg's commitments will begin immediately," Mr Mackay says.

"All implementation of all commitments will be completed by the end of 2008."

As time passes and eating habits change, Kellogg will continue to evaluate and adjust its products "in a way that meets consumers' needs without sacrificing taste", he says.

The announcement of the changes pleased the head of an advocacy group that had joined with others in early 2006 to seek legal action against Kellogg.


The company will also stop aggressive marketing campaigns targeting youngsters.

苏州皮肤管理中心

Company brands such as Froot Loops cereal and Pop-Tarts toaster pastries that fall outside certain standards will either be reformulated or dropped from advertising that reaches audiences

where at least half of the people are under age 12.

The change comes after parents and advocacy groups worried about child obesity threatened a lawsuit.

The new standard calls for a single serving of a product to contain no more than 200 calories; have no trans fat and no more than 2g of saturated fat; have no more than 230mg of sodium; and have no more than 12g of sugar.

One in three cereals fail standards

A third of the cereals that Kellogg markets to children in the US fall outside those standards, says Mark Baynes, chief marketing officer.

Most cereals fall inside the calorie guideline, he says, but meeting the sugar and sodium standards could be the most challenging.

David Mackay, Kellogg's president and chief executive, says the company was taking action because of increasing concerns about marketing to children.

No more marketing to children

Twenty-seven per cent of Kellogg's US advertising spending is directed to children under 12.

The company also plans to make immediate changes to its websites for children, including automatic screen time limits and information about healthy lifestyles and nutrition.

It also said it would limit images of foods in computer games, downloads and wallpaper that don't meet the new criteria.

Kelloggs to advertise guidelines

Kellogg also is adding nutritional information to the front of its cereal boxes in North America.

The summary "Guideline Daily Amounts" is designed to provide a snapshot of how the food fits into a proper diet.

"Wherever possible, implementation of Kellogg's commitments will begin immediately," Mr Mackay says.

"All implementation of all commitments will be completed by the end of 2008."

As time passes and eating habits change, Kellogg will continue to evaluate and adjust its products "in a way that meets consumers' needs without sacrificing taste", he says.

The announcement of the changes pleased the head of an advocacy group that had joined with others in early 2006 to seek legal action against Kellogg.