Nutrition Tips: Kelloggs Commits to Help Improve Kids Nutrition

A step in the right nutritional direction - Kelloggs, the maker of such nutritional standouts are Froot Loops, Pop Tarts, Cheez-Its and Famous Amos cookies has committed to improving the nutritional of its cereals and snacks while also curbing ads aimed at young children.

The Kelloggs Promise: Part I

Kelloggs has vowed that by 2008, it will either reformulate products to meet more healthful standards or stop marketing these products to children under 12.

Once implemented, the new “health standards” will require that a SINGLE serving of these products fall within the following parameters:

-Shall be no more than 200 calories
-Shall contain no trans fat and no more than 2 grams of saturated fat
-Shall contain no more than 230 milligrams of sodium with the exception of Eggo waffles
-Shall contain no more than 12 grams of sugar, not counting sugar from fruit, dairy or vegetables

Parents: Remain Vigilant!

Regardless of any changes Kelloggs makes, it is imperative that you monitor the servings your children are actually eating. As we all know, consuming 2 or 3 servings of a cereal or snack food is not difficult and calories, fat grams and sodium add up quickly.

Teach children to read labels correctly so that they are aware of what a serving of a particular product actually is.

Buy plastic measuring cups to leave in cereal boxes. Kids can use these to scoop out accurate portions.

Don’t fall victim to “healthful” marketing techniques. Although 12 grams of sugar per serving may be less than what was in a portion before a product was “renovated” to be more healthful, 12 grams is still a substantial amount. Be sure to account for this sugar intake when considering the other meals your child eats during the day.

The Kellogs Promise: Part II

Kelloggs is the first food company to agree to restrict its advertising using licensed media characters on the front of food packages or in mass media ads directed primarily at kids under 12 unless the food meets the new standards.

No advertising of any Kelloggs food to children in schools and preschools that enroll kids under 12

No sponsoring or placement of any Kelloggs products in any medium primarily directed at kids under 12 or on the front of food packaging unless the food meets the health standards above

No use of branded toys connected to any foods that do not met the new nutrition standards

Parents Please Remember!

Although this commitment to restrict advertising sounds nice, restrictions requiring advertised foods meet the new health standards apply only to “licensed media characters.” For example, Kelloggs is licensed to use cartoon characters from the movie Shrek but the company does not “own” the Shrek character. Therefore, there can be no advertising of Kelloggs foods that don’t meet the new standards using the Shrek character.

Guys like Tony the Tiger, however, fall outside the ad restriction because Tony is a character “owned” by Kelloggs. Therefore, Tony can still be used to advertise a cereal that falls outside the new standards. Now that’s one tricky tiger.

Why Kelloggs Can Make A Difference

Although Kelloggs new, improved standards still leave something to be desired, the move is important because Kelloggs is a leader in the manufactured food industry. Michael F. Jacobson, executive director of the Center for Science in the Public Interest states, “This commitment means parents will find it a little easier to steer their children toward healthy food choices – especially if other food manufacturers and broadcasters follow Kelloggs lead.”

In addition, Susan Linn, co-founder of the Campaign for Commercial-Free Childhood remarked that Kelloggs is the first food company to agree to restrict advertising using licensed media characters. The hope is that other companies will follow suit and even improve upon this first step in the right direction.

Kelloggs deserves credit for making a move that may help reduce obesity and get our kids on the right nutritional track. But before you run out and buy 10 boxes of Pop Tarts, remember that Kelloggs products remain processed foods, most of which contain refined flours, artificial ingredients and sugar. Plus, while the calorie count may be reduced, the nutrient value of most of Kelloggs products is still low.

Teach your children to eat these types of processed foods in moderation and offer delicious, natural, sugar and fat-free options that are still just as fast as a bowl of Froot Loops (think instant oatmeal or all-natural granola).
Cheez-Its and Keebler cookies may be fun as an occasional treat, but no matter how many changes are made to keep calories and fat in check, these products don’t offer true nutritional benefit.

Nothing beats whole, natural foods in terms of nutrition. But kudos to Kelloggs for making parents jobs a little easier.

Love,
Health Sundae