Kellogg’s Announces Health and Nutrition Initiatives

BATTLE CREEK, Mich. — Kellogg Co. will adjust what and how it markets to children and add front-of-pack nutrition labeling to its cereal boxes, it announced here yesterday. 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 sets an upper threshold per serving of 200 calories, 2 grams of saturated fat, labeled zero grams of trans fat, 230 milligrams of sodium and labeled 12 grams of sugar. Almost 50% of Kellogg’s products marketed to children worldwide currently fall short of the standard, including Pop-Tarts toaster pastries and Froot Loops and Apple Jacks cereals. “If we elect to reformulate a product we won’t compromise on high quality and great taste,” said David Mackay, president and chief executive officer, Kellogg’s. “Wherever possible our commitment will begin immediately.” Beginning later this year, consumers will see guideline daily amounts on the front of ready-to-eat cereal packages in the U.S., Canada and Mexico. In the U.S., new packaging will feature a labeling system on the top right-hand corner of cereal boxes, identifying percentages of calories, total fat, sodium and grams of sugar per serving.

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