Kellogg’s has begun phasing out ads aimed at kids. Andrew Martin of The New York Times reports:Maybe we’ve finally realized that sugary cereals aren’t exactly the nutritious way for kids to start the morning because
Kellogg also announced that it would stop using licensed characters or branded toys to promote foods unless the products meet the nutrition guidelines.Alright, it’s a noble endeavor, but, they shouldn’t been selling that junk to kids in the first place.
The voluntary changes, which will be put in place over the next year and a half, will apply to about half of the products that Kellogg currently markets to children worldwide, including Froot Loops and Apple Jacks cereals and Pop-Tarts.
Frosted Flakes, for example and Rice Krispies with Real Strawberries will still make the nutritional cut, though regular Rice Krispies will not (too much salt).
The president and chief executive of Kellogg, David Mackay, said that the products that did not meet the guidelines would either be reformulated so that they did, or no longer be advertised to children.
“It is a big change,” Mr. Mackay said. “Where we can make the changes without negatively impacting the taste of the product, we will.”
If the product cannot be reformulated, Mr. Mackey said, the company will either market it to an older audience or stop advertising it.