Kellogg to Make Kids' Foods Healthier

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 brands like Apple Jacks and Frosted Flakes, has agreed to raise the nutritional value of the cereals and snacks it markets to children. David Mackay, Kellogg's president and chief executive, said in a statement Thursday, June 14, 2007 that 27 percent of Kellogg's U.S. advertising spending is directed to children under 12. He said the company was "taking these steps to address increasing concerns about marketing to children and further strengthen our commitment to responsible marketing." (AP Photo/Ford Motor Co., file) (Anonymous - AP)

"We believe the initiatives we've shared with you today are a meaningful step in the right direction and build upon our hundred-year heritage," he said.

The announcement of the changes pleased the head of an advocacy group that had joined with others in early 2006 to seek legal action against Kellogg.

"Kellogg has vaulted over the rest of the food industry," said Michael F. Jacobson, executive director of the Center for Science in the Public Interest.

Tom Forsythe, a spokesman for Minneapolis-based General Mills Inc., one of Kellogg's biggest competitors, said Kellogg's announcement "advances responsible advertising and marketing to children."

General Mills has had its own guidelines for marketing and advertising for years, and two years ago adopted specific nutrition criteria for marketing to children. The guidelines are similar to those adopted by Kellogg and, on some points, stronger, he said.

"On calories per serving, for example, our guideline is and has been 175 calories per serving, while Kellogg said today they will continue to advertise products containing up to 200 calories per serving," Forsythe said.

Kraft Foods Inc., maker of Post cereals, changed its approach to youth advertising in 2005, said Elisabeth J. Wenner, a spokeswoman for the Northfield, Ill.-based company.

"We adjusted our marketing practices globally so that all TV, radio and print advertising viewed primarily by children ages 6 to 11 would only feature Kraft's Sensible Solution products," which meet specific nutrition criteria, she said.

Kraft extended its marketing practices to also include Web sites. The company has had a long-standing policy of not advertising to children under 6, Wenner said.

Shares of Kellogg rose 6 cents to $52.10 on Thursday. General Mills shares fell 19 cents to $59.35, and Kraft shares rose 17 cents to $35.42.

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On the Net:

Kellogg Co.: http://www.kelloggcompany.com

General Mills Inc.: http://www.generalmills.com

Kraft Foods Inc.: http://www.kraft.com