US: Kashi in fight against "a million bad snacks"

10 September 2007 | Source: just-food.com

Kashi Co., the US natural food company owned by Kellogg, wants to rid the world of "a million bad snacks" with its latest marketing campaign.

The California-based firm, which Kellogg acquired in 2000, is to embark on a "Kashi Snack Drive" to encourage consumers to trade in snacks for "more nutritious" Kashi products.

"We think snacking can be fun and good for you," said Jeff Johnson, senior brand manager and nutritionist for Kashi. "We want to show that you can satisfy your snack craving with nutritious food that also tastes great."

The campaign will take place in four US cities over two weeks later this month.