126,300
edits
Changes
Jump to navigation
Jump to search
SW: link
After "a major government-commissioned study found advertising contributes to childhood obesity" and two bills before Congress "proposed regulation of children's advertising," Kraft, "the nation's biggest food company," knew it "risked being depicted as a corporate villain." So, in January 2005, the company "announced it would quit advertising certain products to kids under 12." <ref>Sarah Ellison [http://online.wsj.com/article/SB113072235663483869.html?mod=todays_us_page_one Why Kraft Decided to Ban Some Food Ads to Children], [[Wall Street Journal]], October 31, 2005</ref> The announcement came on the same day that the federal government released its updated 2005 Dietary Guidelines for Americans, likely in an attempt to appear aligned with concept of healthy eating.
The announcement also came two weeks prior to a planned presentation for the Institute of Medicine committee on food marketing to children. Kraft's timing was critical to demonstrating to a prestigious government advisory body that self-regulation was working fine.<ref>Michele Simon, ''Appetite for Profit: How the Food Industry Undermines Our Health and How to Fight Back,'' pg 124, Nation Books, October 2006</ref> In September 2005, Kraft CEO [[Roger Deromedi ]] presented Kraft's modified marketing to children policy (expanded to include websites), which included the launch of several new, "healthier" products such as Whole Grain Chips Ahoy cookies, at the Summit on Health, Nutrition and Obesity organized by California Governor Arnold Schwarzenegger. For this, Kraft earned a spot on Schwarzenegger's honor roll of companies making significant commitments to solving the obesity problem.
While Kraft agreed to not market some of its products to children ages six to eleven, including original Kool-Aid, Oreos, and several Post cereals, other products were aimed specifically at the six to eleven age group, including sugar-free Kool-Aid, Chicken Dunks Lunchables Fun Pack, and 1/2 the Sugar Fruity Pebbles. These products, according to Kraft, offer "beneficial nutrients or a functional benefit," and are thus part of the Sensible Solution labeling program, a Kraft-defined nutritional stamp of approval.<ref>Michele Simon, ''Appetite for Profit'' pg. 125, 126, Nation Books, October 2006</ref> Rather than reduce overall advertising expenditures for marketing aimed at kids, Kraft has simply changed the way these funds are allocated.
