Nutrition gets a brand new look


    MISSISSAUGA, ON, Oct. 4 /CNW/ - Kellogg Canada is once again helping
consumers to make better informed food choices with the introduction of a new,
easy-to-use labelling feature that takes key nutrition information Canadians
are interested in knowing more about and highlights it on the front of the
    Beginning in September 2007, the front of Kellogg's ready-to-eat cereal
packages will feature a factual, at-a-glance banner on the top right-hand
corner called Get the Facts - highlighting amount of calories, total fat,
sodium and sugar per serving. It will also identify the nutrients Canadian
consumers can benefit from by eating cereal including fibre, iron and thiamin.
    In June, Kellogg committed to unveiling the innovative Get the Facts
feature in Canada, along with a promise to change the way it markets food to
    "The current nutrition environment and evolving consumer expectations
have created an opportunity for Kellogg's to play an even greater role in
helping consumers to make better informed food choices," said Christine Lowry,
Vice President, Nutrition and Corporate Affairs, Kellogg Canada. "With the
launch of Get the Facts, we're building on our rich history and tradition of
providing factual nutrition information on our packaging."
    Research shows that time-pressed consumers want to streamline the
shopping process and want quicker, easier ways to access nutrient
information(1). Get the Facts empowers consumers by giving them a quick
snapshot of how a food fits into their daily diets while reinforcing and
complementing nutrition information found on the Nutrition Facts table. In
addition, Get the Facts includes a percentage for calories to demonstrate how
a serving of cereal contributes to a 2,000 calorie diet.
    Get the Facts is not a new recommendation or standard for healthy eating
- instead, the fact-based labelling system is based on the principles of
Canada's Food Guide and is consistent with Health Canada's mandatory nutrition
labelling. Kellogg first pioneered a similar system in Europe and Australia,
where the labelling approach has been well-received by consumers and adopted
by the industry.
    "We believe this is an important fact-based tool and an interim step
towards identifying an industry-wide approach to front-of-pack labelling,"
adds Lowry. "We will continue to work with government and encourage others in
the industry to join in this effort to help consumers make fast, simple and
informed decisions in the cereal aisles."

    How to Use Get the Facts
    Consumers can use Get the Facts on Kellogg's ready-to eat cereals to
evaluate products, make comparisons and adjust their food choices.
    Get the Facts is based on the Daily Values (DV) for a 2,000 calorie diet,
just like the Nutrition Facts table. Your daily values may be higher or lower,
depending on your calorie needs. Everyone can use the information in Get the
Facts, even if your individual recommendations are more or less than the DV.
The %DV provides a quick and easy evaluation of a food's nutritional value.

    -   Evaluate Products: The %DV shows, at a glance, if there is "a
        little" or "a lot" of a nutrient in a serving of food. You can think
        of %DV as a ruler that puts nutrients on the same scale (from 0% to
        100%). The %DV can help you plan your food choices throughout the

    -   Make Comparisons: Use the %DV to compare the nutrients in one product
        to a similar product. Just make sure that the serving sizes are about
        the same. Get the Facts clearly labels the serving size of each

    -   Adjust Your Food Choices: You can use the %DV to help track your food
        choices and make any required adjustments. For example, if you eat a
        food where the %DV for fibre is low, you can make adjustments by
        choosing foods with a higher %DV at other times of the day.

    Get the Facts will be supported through a comprehensive consumer
education program that will include print advertising, public relations,
health care professional outreach and an online consumer website to be
launched in November 2007.

    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 the importance
of a balanced diet and physical activity through responsible packaging,
brochures, advertising and symposia developed with the scientific and medical
communities. For more information, visit the Kellogg Canada Web site at

    (1) A March 2007 International Food Information Council (IFIC)
    presentation confirms consumers' preference to see key nutrition
    information moved to the front of packaging. Consumer research conducted
    in 2005 by IFIC shows that consumers would use labels more often if they
    were easier to interpret, less complicated and had larger print.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Lisa Gilbert, APEX Public Relations, (416)
924-4442 ext. 242,

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