14 Jun 2007


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Kellogg's global nutrition initiatives


Kellogg

Source : Kellogg
Today Kellogg launched a global rollout of front of pack nutrition information on its products.

It is also strengthening its children marketing code through the adoption of new nutritional criteria. These criteria will also be used to guide the formulation
of new products.

Front of pack GDA labelling goes global

The front of pack Guideline Daily Amount (GDA) information-sign-post gives a quick snapshot of how food fits into a consumer's daily diet. Kellogg first pioneered the use of front of pack GDA information in Europe in response to consumers' desire for simple, at-a-glance, objective information (calories, total fat, saturated fat, total sugars and salt).

This initiative has subsequently been adopted by major food manufacturers and retailers across Europe.

Marketing to children under 12

Kellogg's global commitment to responsible marketing to children is being further strengthened. The Company will change what and how it markets to children under 12 using science-based Kellogg Global Nutrient Criteria. This commitment is in addition to its existing global code of not advertising to children under 6.

Implementation of this new Kellogg's commitment will begin immediately and will be completed by the end of 2008. Where specific statutory or self-regulatory provisions on food marketing to children are already applicable, the Kellogg Global Nutrient Criteria will apply where they go over and above existing standards.

New Product Development

The Kellogg Global Nutrient Criteria will also guide targeted future innovation and product development. Over time, the company will work towards providing consumers with even more product choices with enhanced nutritional value.

David Mackay, President and Chief Executive Officer of Kellogg Company said, “The initiatives we are announcing today are consistent with our 100-plus year heritage and aim to further strengthen our commitment to help consumers make informed food choices and set a new standard of responsibility. In addition, we plan to increasingly emphasize products with enhanced nutritional value, as well find ways to stress the importance of healthy lifestyles in our marketing to children.”

Werner van Katwijk, Secretary General of European Parents Association (EPA), said, “I welcome these initiatives and applaud Kellogg on providing simple nutrition information on its products. This is extremely important in helping parents make informed choices for healthy diet and lifestyles.”

With 2006 sales of almost $11 billion, Kellogg Company (NYSE:K) is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit snacks, frozen waffles, and veggie foods.

The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Special K, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr's, Plantation, Ready Crust and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world.

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