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October 13, 2008 2:13:13 PM CDT

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Kellogg Will Ease Off Ads Aimed at Kids

Posted Jun 15, 07 7:24 AM CDT in Business,  Science & Health,  Arts & Living 

(Newser) – Averting a threatened lawsuit, Kellogg will reformulate its cereals and snack foods to make them more nutritious—or keep them as is and stop targeting advertising at children under 12. The plan affects about half of the company's offerings, meaning that fans of Pop-Tarts and Rice Krispies may be getting a little healthier whether they want to or not.

Advocacy groups and parents have backed off their legal threats, part of a trend that has seen food industry giants vow to self-regulate in hopes of preventing government intervention. They chalked up the new worldwide policy, which Kellogg's CEO called a "big change," as a victory in the war on childhood obesity.

Source New York Times

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Kellogg cereals that make up individual servings in a variety pack are displayed, in this July 25, 2006 file photo, in Cincinnati. Breakfast and snack food maker Kellogg Co. said Monday, April 30, 2007...   (Associated Press)
A box of Kellogg's Special K Snack Bites cereal is seen Tuesday, March 13, 2007, at an Acme supermarket in Lawrenceville, N.J. Kellogg Co., the world's largest cereal maker with brands like Apple Jacks...   (Associated Press)
In this undated file image released by the Ford Motor Co., the front of a Kellogg's cereal box shows artwork featuring the Ford Fusion Hot Wheels car. Kellogg Co., the world's largest cereal maker with...   (Associated Press)
Kellogg cereals that make up individual servings in a variety pack are displayed in this 2006 file photo in Cincinnati. Kellogg has agreed to raise the nutritional value of cereals and snacks it markets...   (Associated Press)
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children  • food  • advertising  • obesity  • marketing  • childhood obesity  • obesity epidemic  • nutrition  • cereal


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