Kellogg to Modify Products for Kids

Jun 14, 12:04 PM

Current Headlines: NEW YORK -- Kellogg Co. plans to make popular brands like Pop- Tarts, Froot Loops and Apple Jacks healthier. But if the company's test kitchens can't match the taste, Kellogg said it will leave the recipes alone and simply stop marketing such products to children under 12.

The move, to be unveiled this morning, highlights the dual pressures on food companies. Everyone agrees food companies need to cut the sugar and fat to help battle childhood obesity, but food and beverage companies also know that tinkering with tried formulas can alienate customers. Think New Coke. Changing the old formula for Coke ticked off consumers and prompted Coca-Cola to change it back.

An immediate impact of the move is assuaging a pair of advocacy groups -- the Center for Science in the Public Interest and the Campaign for Commercial Free Childhood. The two last year threatened to sue Kellogg for marketing junk food to young children.

Mollified by the Battle Creek, Mich., based cereal company's latest commitments, these groups have agreed not to proceed with a lawsuit against the company.

Kellogg is now setting itself new nutrition standards. The company said about 50 percent of the products it markets to children -- including some varieties of Pop-Tarts and certain cereals -- don't meet these criteria.

"It means we have a lot of work to do," said Chief Executive David Mackay. "If we can't make those products taste just as good as they do today and make them as appealing, then we won't reformulate them and we won't advertise them."

Kellogg isn't saying how much the entire process will cost, but Mackay said the costs would be "more specifically in time and effort than anything else." The changes are expected to take place by the end of next year.

The company already has a policy under which it does not advertise to children under the age of 6. As part of its new commitments, Kellogg won't market to children any food that has more than 200 calories, 2 grams of saturated fat, 230 milligrams of sodium, 12 grams of sugar, or any trans fat, per single serving. This means that Kellogg products that don't meet these criteria can't be advertised on television, radio, print and third-party Web sites whose main audience is young children.

Products that don't meet the new standards will either be reformulated , or will no longer be marketed to children under the age of 12 by the end of 2008.

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