Kellogg Company Reports Progress on Its Global Health and Nutrition Initiatives

Thursday, June 12, 2008 General News
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BATTLE CREEK, Mich., June 12 Kellogg Companytoday reported on the progress it has made in its ongoing health and nutritioninitiatives to help consumers successfully manage both sides of the caloriesin/calories out equation. A year ago, Kellogg announced that it wasundertaking two major initiatives to further strengthen its commitment tomeeting consumers' health and nutrition needs by adjusting what and how thecompany markets to children, and through front-of-pack nutrition labeling andeducation.

"More than a century ago, our founder W.K. Kellogg said, 'We are a companyof dedicated people making quality products for a healthier world,' and we'vebeen devoted to that principle ever since," said David Mackay, president andchief executive officer, Kellogg Company. "Today we're sharing the latestprogress in our ongoing journey, and we're exploring how we can continue tomake a positive impact on consumer health, working together with our industrypeers, government, academics, communities and stakeholders around the world."

Kellogg's latest contributions include:

Expanding Product Choices

The Kellogg Global Nutrient Criteria(i), a global standard based on abroad review of scientific reports, is being used to determine which productsthe company will market to children. The Nutrient Criteria were shared withkey stakeholders prior to being finalized to gather feedback and to ensurethat the Nutrient Criteria aligned with consumer needs.

When Kellogg Company announced its commitment in mid-2007, about 50% ofits products marketed to children around the world met the Nutrient Criteria.Since then, significant efforts have been made across the globe to bothrenovate certain existing products and introduce new products that meet orexceed the Nutrient Criteria. By the end of 2008, approximately 70% of thecompany's products marketed to children will meet the Nutrient Criteria .that's 20% more products with improved nutrition credentials. In keeping withKellogg's commitment, as of January 1, 2009, any remaining products that donot meet the Nutrient Criteria will no longer be marketed to children under12.

Kellogg reformulated a number of its cereals including Froot Loops(R)(ii),Corn Pops(R), Rice Krispies(R), Cocoa Krispies(TM) and Apple Jacks(R) in theU.S. with improved nutritional profiles that now meet the Nutrient Criteria.Kellogg is pleased to report that consumer research demonstrates that thecereals deliver the same great taste consumers know and love.

Kellogg also recently launched a number of new product choices in the U.S.including:

Moving forward, the company will continue to offer consumers even moreproduct choices with enhanced nutritional value through innovation andreformulation.

Responsible Marketing

Kellogg recently updated its Worldwide Marketing & CommunicationGuidelines, which govern all of the company's marketing communicationsglobally, to reflect the Kellogg Global Nutrient Criteria commitments. Kelloggis also a founding member of several industry "Pledge" marketing initiativescurrently in place such as the Children's Food and Beverage AdvertisingInitiative in the U.S., and similar initiatives in Canada, Thailand and theEU, which demonstrate the industry's collective commitment to effectiveself-regulation. The company continues its efforts working with industry andother stakeholders to expand and strengthen self-regulatory programs aroundthe world.

In June 2007, Kellogg also committed to include healthy lifestylemessaging and an automatic use break feature that interrupts activity after 15minutes of screen time on Kellogg Web sites that contain copy or contentdesigned to appeal to, or which is targeted primarily to, kids under 12. Bythe end of 2007, the company developed and implemented "Get Your Move On" toaccomplish these goals. "Get Your Move On" is a creative and engagi


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