Kellogg Will Ease Off Ads Aimed at Kids

Cereal giant plans voluntary nutrition, marketing changes
By Colleen Barry,  Newser Staff
Posted Jun 15, 2007 7:24 AM CDT
Kellogg Will Ease Off Ads Aimed at Kids
Kellogg cereals that make up individual servings in a variety pack are displayed, in this July 25, 2006 file photo, in Cincinnati. Breakfast and snack food maker Kellogg Co. said Monday, April 30, 2007 its first-quarter earnings rose 17 percent, helped by sales of snacks including cookies and crackers...   (Associated Press)

Averting a threatened lawsuit, Kellogg will reformulate its cereals and snack foods to make them more nutritious—or keep them as is and stop targeting advertising at children under 12. The plan affects about half of the company's offerings, meaning that fans of Pop-Tarts and Rice Krispies may be getting a little healthier whether they want to or not.

Advocacy groups and parents have backed off their legal threats, part of a trend that has seen food industry giants vow to self-regulate in hopes of preventing government intervention. They chalked up the new worldwide policy, which Kellogg's CEO called a "big change," as a victory in the war on childhood obesity. (Read more obesity stories.)

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