Kellogg Company Reports Progress on its Global Health and Nutrition Initiatives

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.

13/06/08 Kellogg Company reported on the progress it has made in its ongoing health and nutrition initiatives to help consumers successfully manage both sides of the calories in/calories out equation. A year ago, Kellogg 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.

"More than a century ago, our founder W.K. Kellogg said, 'We are a company of dedicated people making quality products for a healthier world, and we've been devoted to that principle ever since," said David Mackay, president and chief executive officer, Kellogg Company. "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."

Kellogg'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. The Nutrient Criteria were shared with key stakeholders prior to being finalized to gather feedback and to ensure that the Nutrient Criteria aligned with consumer needs.

When Kellogg Company announced its commitment in mid-2007, about 50% of its products marketed to children around the world met the Nutrient Criteria. Since then, significant efforts have been made across the globe to both renovate certain existing products and introduce new products that meet or exceed the Nutrient Criteria. By the end of 2008, approximately 70% of the company's products marketed to children will meet the Nutrient Criteria . that's 20% more products with improved nutrition credentials. In keeping with Kellogg's commitment, as of January 1, 2009, any remaining products that do not meet the Nutrient Criteria will no longer be marketed to children under 12.

Kellogg reformulated a number of its cereals including Froot Loops, Corn Pops, Rice Krispies, Cocoa Krispies and Apple Jacks in the U.S. with improved nutritional profiles that now meet the Nutrient Criteria. Kellogg is pleased to report that consumer research demonstrates that the cereals deliver the same great taste consumers know and love.

Kellogg also recently launched a number of new product choices in the U.S. including:

-- All-Bran Strawberry Medley cereal contains 10 grams of fiber and 5 grams of protein per serving;
-- Kellogg's Frosted Flakes Gold cereal is made with 3 grams of fiber and 10 grams of whole grains per serving;
-- Mini-Wheats Unfrosted cereal offers the lightly toasted, whole-grain wheat cereal with 6 grams of fiber per serving and no added sugar;
-- Special K Cinnamon Pecan cereal offers weight managers another great-tasting variety without sacrifice; and
-- All-Bran Fiber Bars and All-Bran Fiber Drink Mix, which both contain 10 grams of fiber.

Moving forward, the company will continue to offer consumers even more product choices with enhanced nutritional value through innovation and reformulation.

Responsible Marketing

Kellogg recently updated its Worldwide Marketing & Communication Guidelines, which govern all of the company's marketing communications globally, 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 U.S., and similar initiatives in Canada, Thailand and the EU, which demonstrate the industry's collective commitment to effective self-regulation. The company continues its efforts working with industry and other stakeholders to expand and strengthen self-regulatory programs around the world.

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 the fall of 2007, Kellogg began adding 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. The front-of-pack summary gives a quick snapshot of how a food fits into a consumer's daily diet and complements the nutrition label found on the side panel. The company successfully completed the nutrition labeling roll-out and comprehensive consumer education campaigns in those markets as well as in Korea.

"We're proud of our pioneering role in launching GDAs in Europe, Australia and many other markets around the world," said Dr. Celeste Clark, senior vice president, global nutrition and corporate affairs. "We continue to support the adoption of GDAs as well as participate in ongoing dialogue with industry and stakeholders on uniformity in labeling."

Kellogg recently enhanced its nutrition-focused Web site, http://www.kelloggnutrition.com. The site provides information and practical tips to help get the whole family involved in eating well and being active every day such as ideas for nutritious breakfasts and snacks, information on how to use GDAs to address individual food needs and how to use food labels to help make nutritious food choices. The site also offers educational resources for health-care professionals.

Promoting Healthy Lifestyles Among Employees and Consumers

In keeping with Kellogg's heritage, 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. Grants will assist Action for Healthy Kids State Teams with the implementation of school wellness policies.

Kellogg Company 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 program's core activities are geared toward  helping employees pursue healthier lifestyles, address health risks and boost physical activity. These include annual weight-loss and fitness challenges, health screenings at most locations to help employees assess their physical health and identify health risks, fitness centers and other initiatives such as health coaching, nutrition counseling and interactive, online courses on health-related topics.

In 2007, the "Feeling Gr-r-reat" program offered premium reduction for salaried and non-union hourly employees for participating in a health screening or health risk assessment. In 2008, Kellogg expanded the program, offering an additional premium reduction when employees declared themselves tobacco free.

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.