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Attention Shoppers: Nutrition's Got a Brand New Look

Wednesday, September 19, 2007 General News
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BATTLE CREEK, Mich., Sept. 18 Consumers willfind it fast and easy to make informed ready-to-eat cereal selections forthemselves and their families when Guideline Daily Amounts from the NutritionFacts Panel begin appearing on the front of Kellogg's(R) brand ready-to-eatcereals in the United States beginning this September.
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In June, Kellogg committed to unveiling the innovative Nutrition at aGlance(TM) feature in the United States, along with a promise to change theway it markets food to children.
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"For more than 100 years, Kellogg has been committed to helping consumersmake informed food choices. Guideline Daily Amounts on Kellogg's(R) ready-to-eat cereals will do just that," said Jennifer Garrett, Ph.D., Kellogg Companydirector of nutrition marketing. "Research indicates consumers are seekingfast and simple ways to make nutrition-based decisions, and GDAs displayed onthe front of package allow them to do so quickly."

The new GDA feature will appear as a colorful and easy-to-use Nutrition ata Glance(TM) banner on the box top or upper, right-hand corner of Kellogg's(R)ready-to-eat cereal boxes. Four key nutrients will be displayed on every boxof Kellogg's(R) ready-to-eat cereals: calories, fat, sodium and total gramsof sugar. Additionally, up to two nutrients Americans need more of asidentified by the National Health and Nutrition Examination Survey(NHANES)(1), including fiber, calcium, potassium, magnesium, and vitamins A, Cand E will be displayed. All GDA information is based on a 2,000 calorie dailydiet.

"Kellogg is encouraging others in the industry to join in this effort tohelp consumers make fast, simple and informed decisions in the cereal aisles,"added Garrett.

Why Guideline Daily Amounts?

GDAs are not new recommendations or standards for healthy eating --instead, they provide a quick snapshot of how a food fits into a consumer'sdaily diet and complement the Nutrition Facts Panel. Kellogg first pioneeredthe use of GDAs in Europe and Australia, where the labeling approach has beenwell-received and adopted by the industry.

Research(2) shows that time-pressed consumers want to streamline theshopping process. Consumers want quicker ways to make informed nutritionchoices for themselves and their families.

"The real value of placing Guideline Daily Amounts on front of package toconsumers is that they bring key nutrition facts from the side panel to frontof pack, making it fast and simple for consumers to make informed dietdecisions," said Carolyn O'Neil, registered dietitian and co-author of TheDish on Eating Healthy and Being Fabulous! "As a dietitian and a mom, I'mhappy to see important information about calorie, fat, sodium and sugarcontent available at a glance so I can easily identify the products thatprovide 'a little' or 'a lot' of a given nutrient."

How to Use Guideline Daily Amounts

Consumers can use the GDAs on Kellogg's(R) ready-to-eat cereals toevaluate nutrients, compare products and select the Kellogg's(R) brand cerealthat is right for them.

For more information on GDAs, consumers can click onwww.KelloggsNutrition.com.

About Kellogg Company

With 2006 sales of almost $11 billion, Kellogg Company (NYSE: K) is theworld's leading producer of cereal and a leading producer of conveniencefoods, including cookies, crackers, toaster pastries, cereal bars, frozenwaffles, and meat alternatives. The company's brands include Kellogg's,Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray,Austin, Morningstar Farms, Famous Amos, Carr's, Plantation, Ready Crust andKashi. Kellogg products are manufactured in 17 countries and marketed in morethan 180 countries around the world. For more information, visit Kellogg'sWeb site at www.kelloggcompany.com.-- Evaluating Nutrients - The percentage of nutrients appearing on the GDA feature
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