Kellogg Won't Market Sugary Cereal To Kids

Cereal/Snack-Maker Agrees To Stop Advertising Too-Sugary Products To Children

(CBS/AP)  Kids' Saturday morning television won't be as sweet.

In the face of a lawsuit, cereal-maker Kellogg is clamping down on marketing sugary cereals and snacks to kids, reports CBS News consumer safety correspondent Nancy Cordes. It's a move food safety advocates hope will spread to the rest of the brands in the cereal aisle.

Kellogg Co. said Thursday it will increase the nutritional value of the cereals and snacks targeted at children or stop marketing those products to them altogether

The company said it won't promote foods in TV, radio, print or Web site ads that reach audiences at least half of whom are under age 12 unless a single serving of the product meets these standards:

• No more than 200 calories.
  
  
• No trans fat and no more than 2 grams of saturated fat.
  
  
• No more than 230 milligrams of sodium, except for Eggo frozen waffles.
  
  
• No more than 12 grams of sugar, not counting sugar from fruit, dairy and vegetables.

Kellogg said it would reformulate products to meet these criteria or stop marketing them to children under 12 by the end of 2008.

The cereals that would fall into the "too sugary" category include Apple Jacks, Cocoa Krispies, Corn Puffs, Froot Loops, Raisin Bran, and Smacks, reports Cordes.

Frosted Flakes made the cut, however. It has exactly 12 grams of sugar, while Raisin Bran has 19.

"Because a lot of that sugar comes from fruit (the raisins), that's OK," explains Cordes. "The problem with Raisin Bran is that it goes over the sodium cutoff. So does Rice Krispies."

Kellogg was facing pressure from the Center for Science in the Public Interest, the same organization that dropped a lawsuit against Kentucky Fried Chicken only after it promised to stopping frying chicken with trans fats.

"Over the years, Kellogg has marketed so many foods that are so high in sugar. They call them breakfast cereals. They should really be called breakfast candies," CSPI executive director Michael Jacobson said.

CSPI counted 54 commercials for Kellogg products in 27½ hours of Saturday morning television; 98 percent of them were for foods the Center says had poor nutritional quality.

"Have you seen ads for those cereals on the TV?" Cordes asked a young viewer.

"A lot!" replied 9-year-old Nagaen Fazeli, adding that she has seen the commercials on Nickelodeon, Disney and Cartoon Network.

Jacobson's nutrition advocacy group, along with two Massachusetts parents and the Boston-based Campaign For A Commercial-Free Childhood, had served notice in January 2006 of intent to sue Kellogg and the Nickelodeon cable TV network under a Massachusetts law to stop them from marketing junk food to kids.

Center spokesman Jeff Cronin said Kellogg contacted the plaintiffs shortly thereafter and began negotiating the new standards, so the lawsuit was not filed and will not be filed.

"By committing to these nutrition standards and marketing reforms, Kellogg has vaulted over the rest of the food industry," said Jacobson. "This commitment means that parents will find it a little easier to steer their children toward healthy food choices — especially if other food manufacturers and broadcasters follow Kellogg's lead."

"We are pleased to work collaboratively with industry and advocacy groups to unveil these standards," said David Mackay, Kellogg's CEO. "We feel the Kellogg Nutrient Criteria set a new standard for responsibility in the industry."

With 2006 sales of almost $11 billion, Kellogg is not only the No. 1 cereal-maker but also a leading producer of snack foods. Its brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-Its, Rice Krispies and Famous Amos.

The agreement disqualifies Pop-Tarts, Cheez-Its, some Keebler cookies and crackers and dozens of other products made by Kellogg and the brands it owns, reports Cordes.

"What this means is that foods that don't meet the criteria, which is a huge number, like 50 percent of our products, will either have to be reformulated or retargeted," Kellogg chief marketing officer Mark Baynes told CBS News.

Kellogg also has agreed to stop using popular cartoon characters to market sugary or fatty foods to young children. That means no more Shrek or SpongeBob Squarepants on the box or in the commercial.

"That's a great idea because you can't even take your child to the grocery store because they're clamoring for the products with cartoon characters on them," commented CBS Early Show co-anchor Hannah Storm, the mother of three young children.

The advertising agreement does not apply to marketing characters Kellogg owns, like Tony the Tiger.

Susan Linn, co-founder of the Campaign For A Commercial-Free Childhood, said Kellogg was the first food company to agree to restrict advertising using licensed media characters like Shrek.

"These characters play an incredibly important role in children's lives. Kids see them every day; they have toys of them," Linn said. "The media characters are much more powerful (than company-owned characters like Tony the Tiger). The food companies want to keep using them because they sell a lot of food; kids really respond to them."

Kellogg also announced that it will continue to refrain from advertising to children under age 6, and will not in the future:

• Advertise to children any foods in schools and preschools that include kids under age 12.
  
  
• Sponsor placement of any of its products in any medium primarily directed at kids under age 12.
  
  
• Use branded toys connected to any foods that do not meet the nutrition standards.

General Mills, Kellogg's main competitor, is already making all its cereals with whole grains, reports Cordes. But sugary cereals still make up 40 percent of the cereal market.

American companies spend about $15 billion a year marketing and advertising to children under age 12, the Institute of Medicine said when it warned that one-third of American children are obese or at risk for becoming obese.

In response, Kellogg and McDonald's Corp. joined eight other major food and drink companies last November in an industry-sponsored pledge to promote more healthy foods and exercise in their child-oriented advertising. A year earlier, Kraft Foods Inc. had promised to curb ads to young children for snack foods, including Oreos and Kool-Aid.

[grammawhamma]

I can't believe that adults can let little toddlers become "morbidly" obese...as I have seen the on Dr. Phil show etc. This is child abuse!! If parents were starving their child...they would be arrested and the child removed from that home. These little kids can't jump in the car and use the debit card to purchase junk food...the problem is that parents feed them whatever they whine for to shut them up. Another article on CBS right now is about diet pills for fat dogs that can't control their appetite...give me a break!! My dogs don't raid the fridge at night when I'm sleeping they eat what I give them and they are at healthy weights.

[botate22]

OH MY BLESSED LORD, HAVE WE FORGOT SO SOON HOW WE WERE RAISED ...I AM 26 YEARS OLD I HAVE TAKEN RESPONSIBILTY FOR A TWO CHILDREN THAT ARENT MINE BUT OVER THE COURSE OVER 6 YEARS IN THE RELATIONSHIP I CALL THEM MY OWN. NOW WITH THAT BEING SAID I MAKE A FAIR AMOUNT OF MONEY SO I CAN CHOOSE WHAT THE KIDS WANT FOR BREAKFAST WITH A LITTLE HELP FOM MY KIDS (NOW 13 AND 8)NOW CANT WE ALL AGREE "NO" MEANS "NO" TO THE UNFORTUNATE PEOPLE WHO HAVE TAKEN AWAY OUR WONDERFUL CARTOON CHARACTERS BECAUSE THEIR INCOMPETENCE TO CONTROL THEIR CHILDS DIET....YOU SHOULD BE ASHAMED OF YOUR SELF FOR EVEN BLAMING A CEREAL COMPANY THAT PERHAPS YOU STILL SECRETLY LOVE, MAYBE CHILD PROTECTIVE SERVICES SHOULD STEP IN AND TEACH YOU HOW TO HOLD YOUR CHILD ACCOUNTABLE AND ALSO HOW TO SAY "NO"... ITS STUFF LIKE THIS THAT KEEPS THIS COUNTRY APART ...GIVE YOUR SELF A GUT CHECK.. DO YOU REALLY THINK YOU HAVE WON THE HEARTS OF THE AMERICAN PEOPLE BY COMPLAINING UNTIL YOU GET WHAT YOU WANT, U MAY HAVE A FEW SUPPORTERS THUS I THINK YOU HAVE LOST REPSECT PEOPLE YOU DONT KNOW,, MY KIDS ARE SKINNY AND HEALTHY WHY SHOULD THEY BE PUNISHED FOR YOUR FAT KID!!! NOW MY GROCERY SHOPPING EXPERIENCE IS EVEN MORE DEPRESSING BECAUSE THE "PICKING OUT THE CEREAL PART" IS LOST FOREVER...AND AS FOR KELLOGGS I STILL LOVE YA! WE KNOW YOUR CARTOONS ARE THERE AT HEART....GIVE TONY THE TIGER AND THE OTHERS SOME LOVE

[michellem99-2009]

It is the parents who buy the food. They plan the meals as well as the school lunch staff at the children's schools. The sad thing is the healthy food is priced so high that us older can't afford it.So it is cheap stuff. I feel parents need to put their foot to lil whiny Jo/Joe and mean NO. Years age children were not medicated. Mum today will have her child medicated cos she is to d@M lazy to raise them.Now step upto the plate learn parenting skills or don't have children you can't take care of. I am 52 .

[erasmus6]

GrammaWhamma

About "over population", don't worry, with all you gun toting Americans shooting each other, it should be no time at all before you start noticing a definite decrease in population. :)

[erasmus6]

"Your list of what "is allowed to eat , and doesn't watch t.v." suggests that his future will be filled with unhealthy inhibitions..." posted by brianbwb

brian, you need to get a grip!

Now as far as both parents working, there was a study done that showed if both parents worked your kid would probably end up being a juvenile delinquent. Even if one parent worked full time and the other only worked part time.
And from what I have seen with the people around me, I would say they were right!
I myself, stayed home with my kids. It was tough, but it was worth it. I know that a lot of people don't have that option, but there are also many that do.

[lalawhatsnex]

while I don't like the fact that Kellogs was scared into this decision I love that they made the decision.
uh, two points....
*if people need more sugar they can add it to their bowl via the sugar bowl.
*If parents don't want their kids to have sugar loaded cereal they should just say no......thats what I did when my kids were little.
so silly being afraid of your kids eh?

[methodb]

It is stories like these that make me fear for the future of our great nation more than homegrown terrorist networks. These kind of decisions which remove more responsibility from individuals give more power to those who have taken it upon themselves to tell people how they should live their lives. This kind of thinking creates oppression. This oppression adds to the bubble that inevitably someday will burst and people will lash out against those who oppress. Organizations like the Center for Science in the Public Interest eerily reflects the writings of Ayn Rand. I know these are works of fiction, but everyday I see these stories become more and more the truth.

[grammawhamma]

This might be somewhat off the track...but please read anyway. We complain about over population and the dwindling social security funds and condone abortion to control population growth. Yet we get all excited about and support medical technology that keeps us going to a ripe old age. We complain about the smokers, the drinkers and the obese. We have laws for mandatory seat belt use. We call 911 and call out police forces when a suicide potential is teetering on a bridge railing screaming "I want to die". Don't get me wrong...I am by far not a cold hearted person. But let the smokers smoke outside or in their own homes. Let the alcoholics drink but not drive. Let the suicides jump if they must. Let people risk their lives driving with no seat belt if they want to. Let the obese eat themselves to death. I know health care is expensive and thus we want everyone else to be healthy as to not drive up the costs. This sounds awful but it might be an incentive for people to live a healthier life style. Lower the retirement age to age 60, collect full social security benefits and medicare etc at age 60. But then at age 72 you agree to become a DNR. No CRP, no ventilators, no exta-ordinary means to keep you alive. Of course this doesn't mean a stop on all medications, hospitalizations or surgeries etc. Think about it. BTW I'm not that young...I'm a babyboomer.

[grammawhamma]

A lot of parents are no longer the ones in charge..their kids are. Ok...try to feed a kid who is used to getting presweetened cereal a less sweet cereal. This is what will happen...the kids will whine that they won't eat it until their weak parents give in and dump a load of sugar on the non sweetened cereal. Then an expensive study will come out to determine that even though the sales of sweet cereals are down...why are kids still obese. Kids aren't obese just because of their sugar intake...kids have craved sugar since it was discovered. The obesity comes from the lack of activety to burn the sugar off. I blame playstations and TV but mostly the parents that give in to their kids every whim.

[brianbwb-2009]

to bellaL

You sound as if you have seen a few years, please don't forget there used to be a time when one man's income could actually raise a family. The fact that it is no longer possible is not due to consumer greed, rather producer greed, the cost of living has risen much faster than the average income, any statistic covering the past 40 years will confirm the truth of this.

Moxichick,

You and your other both work FT just to make ends meet. This means there can be no stable parental presence constantly at home that can truly prioritize familial norms. Your list of what he "is allowed to eat", and "doesn't watch TV"
suggests that his future will be filled with unhealthy inhibitions, low self esteem, and fear to express himself in a healthy manner, or, in a rebellious burst of pent up, suppressed emotion, harm himself and/or others. It is a common occurrence, and since you both work FT, how do you know it is not already happening?

[brianbwb-2009]

While it is true that Americans simply eat too much, and too much that is not healthy or nutritious, also consider this, when the sponsors pull their dollars from children's programming, including the beneficial and educational kind, then such programming will simply disappear.

To all who complain about the quality of TV, how do you propose to raise the standards of television, if the capital for production is cut?

Some of the "golden age of television" programs of the late fifties and early sixties, including news, was sponsored by cigarettes, some of sport's truly historic moments were captured for posterity by cameras sponsored by beer.

Jazz festivals, which were important to the development of a truly American music form, and the epitome of cultural cooperation, were sponsored by Kool, Newport, even Playboy magazine.

Now most jazz is history, as its' traditional sponsors were forbidden to display, the festivals, clubs and other events where artists could make a living simply went extinct, so now you have such as Mariah Carey and Justin Timberlake as the standard of musical excellence...

[moxichick]

OK, here is my happy medium. My husband & I work F/T outside the home to make ends meet. Our son does NOT watch TV and reads books! Gasp! He eats a hot breakfast every morning, gets a packed lunch & a healthy dinner w/ green vegetables. Now, here is the kicker! We allow him 'junk cereal' as a dessert. Instead of ice cream or a chocolate bar he is allowed to eat a small bowl of junk cereal (T-Tiger, Cookie Crisp, etc.) w/ low fat organic milk. This way he gets to enjoy (on occasion) what his friends are eating for breakfast. I've shared this secret w/ many parents and they love it. The box lasts us about 3 weeks in an air tight container.

[erasmus6]

bellaL

"That's not the norm anymore."

You've got that right!

You have some parents who are tired when they get home from work and just can't deal with all their other responsibilities. Then you have parents that are just plain and simply LAZY.
Sometimes both parents don't need to work but they are greedy and having MORE money is more important than staying home and raising their own kids, instead of a babysitter doing it.

I am trying to understand why these people have children. No one should have children unless they are going to live up to their responsibilities with raising them. That means it don't matter whether they are tired or not, they chose to have kids, so they need to get off their a-s-ses and start looking after them.

[bellal-2009]

Well let's just say it like it is. Parents have been dumbed down along with everything else in society. We used to have basic norms for politeness and obscenity, no longer true. We used to have stay at home moms who cooked for their family. We used to have an economy based oneone income. Parents used to make kids eat right, go to bed early on school nights, not swear, be polite, do their homework, etc. That's not the norm anymore.

[erasmus6]

d_goddard

"Presumably, they feel that people should not be allowed to freely make their own choices and to accept the consequences (good or bad) of those actions."

"If you feel you should be able to live your life however you want, so long as you are not directly harming someone else..."

The problem is that it is the parents making the choices to buy these things for children. Children don't know any better. There are so many parents out there that have no backbone when it comes to saying NO to their kids. AND the kids are the ones paying for it. It is one thing if you want the freedom to choose bad foods for yourself but another that you choose them for your children just because they are crying that they want something and you can't say no. If you are choosing these kinds of things for your kids, you ARE "directly harming" them. It is up to the parents to make good choices for their children until they are old enough to know the consequences of eating that kind of food, themselves.

With so much childhood obesity, parents need to wake up.

[dmk3]

Actually, there was mention of reformulating some of the cereals.(Iread the article).If redirecting the marketing is not an option. So.....marketing to kids 6 and up. Oh yeah, they won't become obese. And to compare them GM, what a hoot. Lucky Charms may be whole grain once you remove the pink hearts, yelllow moons, orange stars, green clovers, and blue diamonds! Give me a freakin break. Let the people do what they want to do. Discipline starts at home. Surely you can take your children to the store at any hour and not be 'tantrumed' into buying what they want. Again, I say....BE THE PARENT

[michellem99-2009]

I am 52. I was brought up when NO was said it meant NO.There foods banned. No pop,candy,cake,sweets. My foster Mums had diabetes. We had birthday cake on our birthdays. Once in a great while a dish of ice cream. She banned them for our health. Sorrt here but fat children are made fun of,can't find clothes to fit them, and the like. It is child abuse. We didn't watct TV much growing up. We never heard of computer. We were sent outdoors to play. Play we did. Now the schools and parents are too lazy to have children play and Phy Ed is taken out of school. So it is our business as we pay taxes to the schools. Cut the junk out.It is pure sugar. If parents did then all the better. Kids may whine but you have the power to mean No.

[imaok1]

"No, I have not lost my mind and yes I did read the article. I am 50 years old and when I was a child, cereal commercials and toy commercials and candy commercials and snack commercials were marketed to children. Buy, back then, parents were parents. So who has lost their mind? The person that can't control their own lives they need "protection" from the "powers that be" You're the fool."

So let's see... at 50, it's reasonable to say you were really the first generation of children heavily marketed to by corporations to eat cheap, sugary junk food that made big profits for them. Your generation grew up, and continued to purchase this food for yoru children, who are now part of the larges group of obese adolesants and children our nation has ever seen. Yeah, you're right, marketing has no effect on kids, and your generation has it all worked out just fine with "how things were." hahahahahaha

[lilacs8]

It's the parents who buy the cereal, let their kids sit all day in front of game consoles, computers and T.V.s. They send their kids to schools who eliminate Phys Ed. Yet they blame a cereal company for their kids being fat?

When will people start taking responsibility for their own actions?

[simpsonman19]

I agree, its not the 10 year old kid driving to the store buying the cereal, it's the parents.