Kellogg Canada Reports Progress on its Health and Nutrition Initiatives



    MISSISSAUGA, ON, June 12 /CNW Telbec/ - Kellogg Canada today reported on
the progress it has made in its ongoing health and nutrition initiatives to
help consumers successfully manage both sides of the calories in/calories out
equation. A year ago, Kellogg Canada announced that it was 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 front-of-pack nutrition labelling and education.
    "More than a century ago, our founder W.K. Kellogg said, 'We are a
company of dedicated people making quality products for a healthier world,'
and we've been devoted to that principle ever since," said François Rouilly,
president and chief executive officer, Kellogg Canada. "Today we're sharing
the latest progress in our ongoing journey and we're exploring how we can
continue to make a positive impact on consumer health, working together with
our industry peers, government, academics, communities and stakeholders across
the country."
    Kellogg Canada's latest contributions to these efforts include:

    Expanding Product Choices
    -------------------------

    The Kellogg Global Nutrient Criteria, a standard based on a broad review
of scientific reports, is being used to determine which products the company
will market to children. The Nutrient Criteria were shared with key
stakeholders prior to being finalized last year in order to gather feedback on
the approach and ensure that it aligned with consumer needs.
    When Kellogg Canada announced its commitment in June 2007, 36% of its
products marketed to children in Canada met the Nutrient Criteria. Since then,
significant efforts have been made to both reformulate existing products
marketed to children and introduce new products that meet or exceed the
Nutrient Criteria. By the end of 2008, approximately 56% of Kellogg products
marketed to children in Canada will meet the Nutrient Criteria. In keeping
with Kellogg's commitment, as of January 1, 2009, any remaining products that
do not meet the Nutrient Criteria will no longer be marketed to children.
    As a result of the company's commitment, a number of cereals that Kellogg
Canada markets to children now meet the Nutrient Criteria including Rice
Krispies, Crispix Krispies, and Corn Pops. Kellogg is pleased to report that
consumer research demonstrates that the cereals deliver the same great taste
consumers know and love.
    New Kellogg Canada products which meet the Nutrient Criteria as well as
address the health and nutrition needs of the adult population include:

    
    - All-Bran Bars (Chocolate Chip and Oatmeal Cinnamon) contain 4 grams of
      fibre per serving and are trans fat free
    - All-Bran Strawberry Medley cereal contains 10 grams of fibre per
      serving and is made with whole grain
    - Guardian cereal contains soluble psyllium fibre which contributes to
      healthy cholesterol levels
    - Mini-Wheats Cinnamon Streusel Flavour cereal offers lightly toasted,
      whole-grain wheat biscuits with 5 grams of fibre per serving
    - Special K Satisfaction cereal contains 4 grams of fibre and 10 grams of
      protein per serving offering weight conscious Canadians a great-tasting
      cereal that helps control hunger
    - Rice Krispies Cocoa cereal is a source of seven essential nutrients,
      including an excellent source of thiamin and iron per serving
    - Rice Krispies Squares Bars Strawberry Flavour are trans fat free and
      provide a source of three essential nutrients.


    Moving forward, the company will continue to offer consumers even more
product choices with enhanced nutritional value through innovation,
reformulation and acquisitions.

    Responsible Marketing
    ---------------------

    Kellogg recently updated its Worldwide Marketing & Communication
Guidelines, which govern all of the company's marketing communications
globally, to reflect the Kellogg Global Nutrient Criteria commitments. Kellogg
is also a founding member of several industry "Pledge" marketing initiatives
including the Canadian Children's Food and Beverage Advertising Initiative in
Canada and is working with industry and other stakeholders to expand and
strengthen self-regulatory programs around the world.
    In June 2007, Kellogg also committed to include healthy lifestyle
messaging and an automatic use break feature on kid directed web sites    
(under 12) which interrupts activity after 15 minutes of screen time. By the
end of 2007, the company developed and implemented "Get Your Move On" to help
accomplish these goals. "Get Your Move On" is a creative and engaging Web site
feature that encourages children to be active via messaging and physical
activities such as the "Push-Up Challenge." Kellogg continues its practice of
not advertising to children under 6.

    Providing Helpful Information for Consumers
    -------------------------------------------

    In the fall of 2007, Kellogg Canada began adding helpful nutrition
information called "Get the Facts" on the front of its ready-to-eat cereal
packages in Canada. The front-of-pack summary gives a quick snapshot of how a
food fits into a consumer's daily diet and complements the Nutrition Facts
table found on the side panel. The company successfully completed the
nutrition labelling roll-out, supported by comprehensive consumer education
campaigns.
    "We're proud of our pioneering role in launching a fact-based nutrition
labelling tool in Canada, as well as in Europe, Australia and many other
markets around the world," said Christine Lowry, Vice President, Nutrition and
Corporate Affairs. "We continue to support the adoption of front-of-pack
labelling as well as participate in ongoing dialogue with industry and
stakeholders on uniformity in labelling."
    Kellogg recently enhanced its nutrition-focused Web site,
www.kelloggsnutrition.ca. The site provides information and practical tips to
help get the whole family involved in eating well and being active every day
such as ideas for nutritious breakfasts and snacks, information on how to use
"Get the Facts" to address individual food needs and how to use food labels to
help make nutritious food choices. The site also offers educational resources
for health care professionals.

    Promoting Healthy Lifestyles Among Employees, Consumers and
    -----------------------------------------------------------
    Health Professionals
    --------------------

    In keeping with Kellogg's heritage, nutrition and physical fitness is one
of the company's key areas for corporate giving. In Canada, Kellogg continued
its support of the 2008 Active Healthy Kids Canada Report Card on Physical
Activity for Children and Youth which provides an annual comprehensive
assessment of physical activity for children and youth. In addition, Kellogg
encourages healthy living through Mission Nutrition, a non-branded nutrition
education program developed by Canadian dietitians to help teachers and
families promote healthy lifestyles to children.
    Kellogg Canada's commitment to health and nutrition extends beyond
consumers to health professionals with initiatives such as the Kellogg
Nutrition Symposium, a half-day scientific program presented in conjunction
with the Dietitians of Canada's Annual Conference. The program provides
research and information on timely nutrition and health topics. This year's
Symposium will highlight ParticipACTION and its role in promoting physical
activity levels among Canadians. Kellogg Canada is pleased to raise awareness
of the calories in/calories out equation and to be a part of the solution to
help address childhood obesity.
    Kellogg also has a long standing commitment to helping improve the health
of its employees. Kellogg Canada's on-site fitness facility provides a menu of
proactive and interactive programs designed to help employees pursue healthier
lifestyles, address health risks and boost physical activity. These include
annual fitness challenges, classes, cholesterol checks, health assessments and
other initiatives such as health coaching, nutrition counseling and workshops
on health-related topics.

    About Kellogg Canada
    --------------------

    Founded in 1914, Kellogg Canada is the leading manufacturer of
ready-to-eat cereal in Canada. The company's brands include Special K, Vector,
All-Bran, Guardian, Kellogg's Corn Flakes, Kellogg's Two Scoops Raisin Bran,
Eggo, Nutri-Grain, Rice Krispies, Pop-Tarts, Kellogg's Frosted Flakes, and
Froot Loops. In addition to providing nutritious, high-quality foods, Kellogg
Canada is committed to educating consumers about nutrition and healthy, active
living through responsible packaging, brochures, advertising and symposia
developed with the scientific and medical communities. For more information,
visit the Kellogg Canada Web site at www.kelloggs.ca.

    About Kellogg Company
    ---------------------

    With 2007 sales of nearly $12 billion, Kellogg Company (NYSE:   K) is the
world's leading producer of cereal and a leading producer of convenience
foods, including cookies, crackers, toaster pastries, cereal bars, frozen
waffles, and meat alternatives. The company's brands include Kellogg's,
Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, Special
K, All-Bran, Mini-Wheats, Morningstar Farms, Famous Amos, Ready Crust and
Kashi. Kellogg products are manufactured in 18 countries and marketed in more
than 180 countries around the world. For more information, visit the Kellogg
Company Web site at www.kelloggcompany.com.

    ----------------------
    (1) The Kellogg Global Nutrient Criteria set an upper threshold per
        serving of (smaller or equal to) 200 calories, (smaller or equal
        to) 2 grams of saturated fat, labelled 0 grams of trans fat, (smaller
        or equal to) 230 milligrams of sodium and (smaller or equal to) 12
        grams of sugar.
    




For further information:

For further information: Martin Sampson, Fleishman-Hillard, (613)
688-6668, martin.sampson@fleishmann.ca; Lores Tomé, Kellogg Canada, (905)
290-5237, lores.tome@kellogg.com


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