Kellogg Joins Ten Peer Companies to Announce Children's Food and Beverage Advertising Initiative Pledges

BATTLE CREEK, Mich., July 18 /PRNewswire-FirstCall/ -- Today Kellogg Company joined ten other major companies to announce its pledge under the Council of Better Business Bureaus' (CBBB) Children's Food and Beverage Advertising Initiative.

"Kellogg is proud to be a charter member of this important initiative which demonstrates the industry's collective commitment to effective self-regulation," said David Mackay, president and chief executive officer, Kellogg Company. "We believe food advertisers can and should be part of the solution, and this is an important step forward by our industry."

Elaine Kolish, Director of the CBBB's Food and Beverage Advertising Initiative, announced the approved pledges today at "Weighing In: A Check-Up on Marketing, Self-Regulation, and Childhood Obesity," a joint forum hosted by the Federal Trade Commission and Department of Health and Human Services.

As previously announced on June 14, Kellogg has pledged to change what and how it markets to children under 12 using nutrition criteria. The company will use its Kellogg Global Nutrient Criteria (Nutrient Criteria) to determine which products will be marketed to children on TV, print, radio and Internet as well as how those products are marketed, including use of licensed properties, Web site activities directed to children, promotions/premiums, product placement and in-school marketing. Kellogg will continue its practice of not advertising to children under 6.

The Nutrient Criteria set an upper threshold per serving of < / = 200 calories, < / = 2 grams of saturated fat, labeled 0 grams of trans fat, < / = 230 milligrams of sodium and labeled 12 grams of sugar.

Kellogg will apply the Nutrient Criteria to all of its products marketed to children under age 12 around the world. Those products that don't meet the Criteria (almost 50 percent of Kellogg products currently marketed to children worldwide) will either be reformulated to meet the Nutrient Criteria or they will no longer be marketed to children under 12 by the end of 2008.

The Better Business Bureau will monitor and report on the companies' compliance with their pledges. The full text of each company pledge and information about the Initiative's standards are available at the BBB Website, http://www.BBB.org.

With 2006 sales of almost $11 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit snacks, frozen waffles, and veggie foods. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Special K, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr's, Plantation, Ready Crust and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit the company's Web site at http://www.kelloggcompany.com.

Kellogg Company

CONTACT: Kris Charles of Kellogg Company, +1-269-961-3799,
media.hotline@kellogg.com

Web site: http://www.kelloggcompany.com/
http://www.BBB.org/

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