MISSISSAUGA, ON, June 14 /CNW/ - Kellogg Company today announced that it
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 labelling.
"The initiatives we're announcing today set a new standard of
responsibility and are consistent with our 100-plus year heritage, further
strengthening our commitment to helping consumers make informed food choices,"
said François Rouilly, president and chief executive officer, Kellogg Canada.
"Around the world, Kellogg continues to play an active role in helping
consumers successfully manage both sides of the calories in/calories out
equation through product choices, nutrition education, community programs and
partnerships promoting the importance of a balanced diet and physical
These two initiatives are consistent with the Report of the Standing
Committee on Health on childhood obesity released in March, which includes
among its recommendations simple, front-of-pack labelling and improved
regulations on children's food advertising. "The development of these
initiatives was well underway at the time the Report was released and
solidifies Kellogg Canada's leadership in nutrition," said Rouilly.
Shifting the Mix of Products Marketed to Children Under 12
Kellogg Canada will change 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 Canada will continue its practice of not
advertising to children under 6.
The Nutrient Criteria set an upper threshold of less than or equal to 200
calories, less than or equal to 2 grams of saturated fat, 0 grams of trans
fat, less than or equal to 230 milligrams of sodium and less than or equal to
12 grams of sugar per serving.
"These changes are a step in the right direction," said Harvey Anderson,
Professor of Nutritional Sciences at University of Toronto. "The nutrient
criteria Kellogg's has adopted are based on a large body of scientific
evidence and it's encouraging that Kellogg's has been transparent in its
Kellogg will apply the Nutrient Criteria to all of its products marketed
to children under age 12 around the world. 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. Over time, the Company will work toward providing consumers with
even more product choices with enhanced nutritional value.
"Today, only about 12 percent of Kellogg Canada's advertising spending is
directed to children under 12 and we've always approached that communication
responsibly," said Rouilly. "We're taking these steps to address increasing
concerns about marketing to children and further strengthen our commitment to
responsible marketing. In addition, we plan to increasingly emphasize products
with enhanced nutritional value as well as continuing to find ways to
emphasize nutrition and healthy lifestyles in our marketing to children."
Wherever possible, implementation of Kellogg commitments will begin
immediately. For example, content enhancements will be made to child-directed
Web sites, including adding automatic screen time limits and healthy lifestyle
and nutrition messaging, plus limiting depictions of foods that don't meet the
Nutrient Criteria in interactive activities like games, downloads and
wallpaper. Subject to existing contracts, the Company also will not be using
licensed characters as food forms, on front of pack or in advertisements
unless that food meets the Nutrient Criteria. Full implementation of all
commitments will be completed by the end of 2008.
"We are very pleased to see Kellogg make such a meaningful series of
commitments around their children's products and advertising," said Cathy
Loblaw, President of Concerned Children's Advertisers. "It is encouraging to
see decisions come forward that are grounded in the science of health and
nutrition and clearly aimed at supporting Canadian children's ability to make
healthy, balanced choices. This is exactly the kind of action that the
Canadian Children's Food and Beverage Advertising Initiative was intended to
bring forward when it was announced in April."
Front-of-Pack Nutrition Labelling
Additionally, beginning later this year, consumers will see new nutrition
information on the front of ready-to-eat cereal packages in Canada, the United
States and Mexico. In Canada, new packaging will feature an easy-to-use
labelling system on the top right-hand corner of cereal boxes - called "Get
the Facts"- identifying amounts of calories, total fat, sodium and 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 will also identify
the nutrients Canadian consumers can benefit from by eating cereal including
fibre, iron and Vitamin B1. This information is based on a 2,000 calorie daily
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 found on the side
panel. Kellogg first pioneered the use of a similar labelling system in Europe
and Australia, where the approach has been well-received and adopted by
Kellogg actively funds and partners with organizations, health agencies
and governments around the world to communicate the importance of a balanced
diet and physical activity. Over the past year, the Company has invested
nearly $10 million worldwide in health and nutrition initiatives and is
committed to continuing these efforts.
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(*), 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 2006 sales of almost $11 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, fruit
snacks, frozen waffles, and veggie foods. The company's brands include
Kellogg's, 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. Kellogg products are manufactured in 17 countries and
marketed in more than 180 countries around the world. For more information,
visit the company's website at www.kelloggcompany.com.
Editor's note: Visit the Kellogg Company Media Room
(http://kelloggs.mediaroom.com) for more information including fact sheets,
frequently asked questions and a link to the announcement webcast.
Canadian media: Please be careful to look specifically for materials
For further information:
For further information: Lisa Gilbert, APEX Public Relations, (416)
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