WHOLLY HEALTHY

While most retailers are centered on the children's snack category, for some chains, adding healthier chips, cookies and crackers is part of a bigger commitment to branding their stores around key themes like freshness and health, said Taft.

“Health and wellness has become a more general focus for some chains,” he said. “Many are even placing healthier snacks and beverages in key areas like at the checkout and in perimeter departments where they inspire impulse buys.”

Price Chopper, Schenectady, N.Y., is one such retailer. Earlier this year, the company announced its intention to help make American shoppers healthier.

“We're now promoting more of the better-for-you natural and organic products from throughout our stores, including better-for-you kid's snacks,” said Mona Golub, spokeswoman for the chain.

Many of the snack foods at Price Chopper have the health benefits printed directly on the packaging. Common verbiage includes “whole grain” and “trans fat free,” she said.

Some of the items capturing Golub's attention include Lay's chips made with sunflower oil and 100-calorie packs from Nabisco. Portion-control packs from Snyder's, Keebler and Hershey's are also gaining in popularity at the chain, as are Disney-branded produce items.

“Co-branding has been out there for some time, but there is now a connection between brands like SpongeBob and Dora the Explorer and produce items like celery and carrot sticks with dip,” said Golub. “Manufacturers are getting involved, too. Kellogg's is making kids' cereals with whole grains.”

SETTING INDUSTRY STANDARDS

Last month, Kellogg Co., Battle Creek, Mich. — parent company of snack food brands like Keebler and Cheez-It — revealed plans to significantly revamp its approach to marketing to children by the end of 2008.

Products that are marketed to kids under 12 and that don't meet Kellogg's new nutrient criteria will either be reformulated to meet the standard or they'll no longer be marketed to children under 12 by the end of 2008.

The criteria include an upper threshold per serving of 200 calories, 2 grams of saturated fat, zero grams of trans fat, 230 milligrams of sodium and 12 grams of sugar. Almost 50% of Kellogg's products marketed to children worldwide currently fall short of the standard.

“If we elect to reformulate a product, we won't compromise on high quality and great taste,” said David Mackay, president and CEO, Kellogg's. “Wherever possible, our commitment will begin immediately.”

The company vowed to no longer use licensed characters in mass-media ads directed at kids under 12 unless the products meet the nutritional standards.

Kellogg's identifies several of its existing items as wholesome, portable snacks on its website. The list includes Yogos yogurt-covered fruit snacks, Stretch Island Fruit Leather, Kashi GoLean bars and Kashi Chewy Granola bars.

Despite the company's newfound marketing self-restrictions, it introduced several full-flavor munchies in the past year. These products include Cheez-It Stix in cheddar and white cheddar flavors; Keebler Dunking Delights Sandwich Cookies in chocolate and cheesecake flavors; and Rice Krispies Chocolatey Peanut Butter Treats, which are mixed with peanut butter and dipped in chocolate fudge.

Kellogg's is not alone in its commitment to promoting healthier lifestyles.

“The goal of reducing obesity rates and encouraging healthy lifestyles for children and adults is an important cause that the food industry has made one of its top priorities,” said Mary Sophos, senior vice president and chief government official for the Washington-based Grocery Manufacturers Association/Food Products Association.

“The industry recognizes that it can help by providing a wider range of nutritious product choices and marketing these choices in ways that promote healthy lifestyles,” she said. “Over the last five years alone, food companies have introduced more than 10,000 new and reformulated products with more whole grains and fiber, reduced calories, reduced saturated fat, zero trans fat, and lower sodium and sugar.”