Atkins would be proud...................
Kellogg bows, cuts the sugar
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BARRIE McKENNA
WASHINGTON -- Facing threats of lawsuits and dire warnings about childhood obesity, Kellogg Co. has decided to put itself on a diet.
The company, maker of Pop-Tarts and Fruit Loops, said yesterday it's getting out of the business of marketing these and other foods of dubious health value to children.
It also plans to cut the amount of fat, sugar and salt in many of its snacks and cereals.
The decision could mark the beginning of the end of a Saturday morning tradition - cartoon-like ads pitching sugar-laced treats to kids.
Kellogg, along with its Canadian subsidiary, said that by the end of next year all of its products will be reformulated to meet new, tougher health standards or they won't be advertised to children under the age of 12.
The company also vowed to stop using cartoon characters, such as Shrek or Tony the Tiger, for products that fall short of the new standard.
"I think we're being very responsive to the environment," said Christine Lowry, Kellogg Canada's vice-president of nutrition and corporate affairs. "Everyone is trying to find a way to be part of the solution."
The new health guidelines, established with the help of the Institute of Medicine, include a maximum of 200 calories a serving, no trans fats, two grams of saturated fat, 12 grams of sugar and 230 milligrams of salt.
Roughly half of all the products that Kellogg now markets to children don't meet the new test.
Kellogg joins a growing list of snack food makers and fast-food chains that are trying to clean up their image in the wake of growing concern about overweight children.
Last year, 10 major food and beverage companies promised that at least half their advertising aimed at children under the age of 12 would promote healthier foods and exercise. The companies, including McDonald's and General Mills, also pledged to stop advertising in elementary schools and to cut back on the use of cartoon characters to pitch products.
Yesterday's announcement comes in the wake of negotiations with two groups that had threatened to sue Kellogg over its advertising to children. The Center for Science in the public Interest and Campaign for a Commercial-Free Childhood said they have dropped their/lawsuit against Kellogg. They said they are still considering their legal options with co-defendant Viacom, the parent of the Nickelodeon network.
"By committing to these nutrition standards and marketing reforms, Kellogg has vaulted over the rest of the food industry," said Michael Jacobson, executive director of the Center for Science in the Public Interest. "As a practical matter, this commitment means that parents will find it a little easier to steer their children toward healthy food choices - especially if other food manufacturers and broadcasters follow Kellogg's lead."
Kellogg's Ms. Lowry said no similar lawsuits are pending in Canada. But she pointed out that the House of Commons standing committee on health recommended earlier this year that food makers do more to encourage healthy eating. |
