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Kellogg Adopts New Advertising Guidelines Intended to Improve Children's Health
BATTLE CREEK, Mich., June 25, 2007
The Kellogg Company today announced plans to adopt new advertising guidelines which aim to improve children's
health. The guidelines stipulate that the company will cease to advertise to children under twelve any food products
with a high calorie, sugar, or saturated fat content. Additionally, nutritional information will be printed on the front of
product packaging.
The Kellogg Company formed the guidelines as part of its long-standing commitment to responsible
advertising and plans to have the standards fully implemented by next year.The guidelines will affect Kellogg food products
for which the nutritional content of one serving size exceeds any of the following standards:
- 200 calories
- 2 grams of saturated fat
- 12 grams of sugar
Products that will be affected include Pop-Tarts, Fruit-Loops and Apple Jacks. For each food item that does not meet the
requirements, the Kellogg Company will either modify the product to bring it into compliance with the standards
or stop marketing it to children. Research on specific products that fall outside of the requirements is currently underway
to ascertain if they can be modified to come into specification while maintaining the company's high standards for
great taste and quality.
The Kellogg Company developed these new advertising guidelines after extensive research and an internal review of existing
policies. The company is voluntarily adopting the standards in cooperation with both the Center for Science in the Public
Interest and external stakeholders. The new standards are seen as a step forward for the company, whose focus on
nutrition is part of an overall commitment to quality and excellence.
ABOUT THE KELLOGG COMPANY
Founded in 1906, The Kellogg Company is the world's leading producer of cereal and a leading producer of convenience
foods, including cookies, crackers, toaster pastries, cereal bars, fruit snacks, and frozen waffles. The company's brands
include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, All-Bran, Special K, Mini-Wheats,
Chips Deluxe, Sandies, Morningstar Farms, Famous Amos, and Kashi.
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