Kellogg Progresses in Global Health and Nutrition

6/12/2008

A year ago, Kellogg Company announced that it was undertaking two major initiatives to further strengthen its commitment to meeting consumers' health and nutrition needs by adjusting what and how the company markets to children, and through front-of-pack nutrition labeling and education. "Today we're sharing the latest progress in our ongoing journey, and we're exploring how we can continue to make a positive impact on consumer health, working together with our industry peers, government, academics, communities and stakeholders around the world," says David Mackay, president and chief executive officer, Kellogg Company. The company's latest contributions include:

Expanding Product Choices: The Kellogg Global Nutrient Criteria, a global standard based on a broad review of scientific reports, is being used to determine which products the company will market to children. When Kellogg announced its commitment in mid-2007, about 50 percent of its products marketed to children around the world met the Nutrient Criteria. After renovating existing products (Froot Loops, Corn Pops, Apple Jacks, among others) and introducing new products that meet or exceed the Nutrient Criteria (All-Bran Strawberry Medley, Kellogg's Frosted Flakes Gold, Mini-Wheats Unfrosted, wmong others), approximately 70 percent of the company's products marketed to children will meet the Nutrient Criteria by the end of 2008. As of January 1, 2009, any remaining products that do not meet the Nutrient Criteria will no longer be marketed to children under 12.

Responsible Marketing: Kellogg recently updated its Worldwide Marketing & Communication Guidelines to reflect the Kellogg Global Nutrient Criteria commitments. Kellogg is also a founding member of several industry "Pledge" marketing initiatives currently in place such as the Children's Food and Beverage Advertising Initiative in the United States. In June 2007, Kellogg also committed to include healthy lifestyle messaging and an automatic use break feature that interrupts activity after 15 minutes of screen time on Kellogg Web sites that contain copy or content designed to appeal to, or which is targeted primarily to, kids under 12. By the end of 2007, the company developed and implemented "Get Your Move On" to accomplish these goals. "Get Your Move On" is a creative and engaging Web site feature that encourages children to be active via messaging, physical activities such as the "Push-Up Challenge" and links to Web sites promoting healthy lifestyles including American Youth Soccer Organization, VERB, Little League World Series and Girls on the Run.

Providing Helpful Information for Consumers: In Fall 2007, Kellogg added helpful nutrition information called Guideline Daily Amounts (GDAs) on the front of its ready-to-eat cereal packages in the United States, Canada and Mexico. Kellogg also recently enhanced its nutrition-focused Web site, www.kelloggnutrition.com, to provide information and practical tips to help get the whole family involved in eating well and being active every day.

Promoting Healthy Lifestyles among Employees and Consumers: Nutrition and physical fitness is the company's foremost corporate giving priority. For example, Kellogg's Corporate Citizenship Fund recently made a $400,000 grant to further its support of Action for Healthy Kids. Kellogg also has a long-standing commitment to helping improve the health of its employees. Started more than 20 years ago, the company's "Feeling Gr-r-reat" program provides a menu of proactive, interactive tools and opportunities to help employees make effective decisions about their own health and wellness. The "Feeling Gr-r-reat" program received a 2007 Best Employers for Healthy Lifestyles award from the National Business Group on Health for promoting a healthy work environment and encouraging employees to live healthy lifestyles.

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