Kellogg to raise nutrition standards in kids' foods

Filed under: Toddlers Preschoolers, Preschoolers, Big Kids, Teens, Health & Safety: Babies, Nutrition: Health, Media

A lot of attention is being paid lately to products being marketed to kids, especially food. Advocacy groups like the Center for Science in the Public Interest and the Campaign for Commercial Free Childhood want to see food manufacturers stop marketing junk food to kids and have threatened lawsuits.

To head off the lawsuits and to meet their own new nutritional standards, Kellogg has announced that it will modify some of its best-selling children's foods to increase the nutritional value. This includes such favorites as Pop Tarts, Froot Loops and Apple Jacks.

But will messing with these favorites ruin them? "It means we have a lot of work to do," said Kellogg Chief Executive David Mackay. "If we can't make those products taste just as good as they do today and make them as appealing, then we won't reformulate them and we won't advertise them."

Kellogg claims they already avoid marketing products to children under the age of six and will now discontinue marketing to older children or reformulate any product that doesn't meet the new standards. The company has also vowed to discontinue using branded toys to market foods that don't meet the nutrition standards. Also, they won't advertise in schools that include children under the age of 12, won't participate in product placement in television shows or movies for young children and won't used licensed characters in advertising directed at children. What's more, the cereal boxes will have key nutrition labels placed on the front of the packages.

Several large beverage and food makers have recently volunteered to impose more controls on marketing to children as well and hopefully these steps will begin to show an impact in childhood obesity rates.

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Start by teaching him that it is safe to do so.