Kraft Foods to Highlight Healthier Products

Kraft Foods to Highlight Healthier Products

NORTHFIELD, Ill.--Kraft Foods (www.kraft.com) will implement marketing changes to increase the visibility of healthier products in its portfolio.

The new intiatives, based on nutrition criteria derived from the U.S. government's Dietary Guidelines for Americans 2005 and authoritative statements from the Food and Drug Administration (FDA), National Academy of Sciences (NAS) and other public health authorities, include:

Introduction of a "Sensible Solution" labeling program in the United States, featuring a prominent "flag" for food and beverage products meeting specific, healthier nutrition criteria established by Kraft for each category of products, and

Shifting the mix of products advertised in television, radio and print media viewed primarily by children ages six to 11 toward products that qualify for the flag, and phasing out advertising in these media for products that do not qualify for the flag.

Under the new directives, several well-known Kraft products including Kool-Aid beverages, Oreo and Chips Ahoy! cookies, Post children's cereals and many varieties of Lunchables lunch combinations will no longer be advertised in these media. Kraft will continue its existing policy of not advertising in media with a principal audience under age six.

"We're working on ways to encourage both adults and children to eat wisely by selecting more nutritionally balanced diets," said Lance Friedmann, Kraft's senior vice president, global health and wellness. "We believe that these initiatives are a step in the right direction."