Kraft Foods Group has decided against plans to feature the "Kids Eat Right" logo on its Kraft Singles cheese product in the US after controversy about the relationship between the US giant and the association behind the logo.
The logo's credibility was thrown into question after it was reported there was a partnership between awarding public health body The Academy of Nutrition and Dietetics and Kraft.
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Despite the academy assuring it had in no way endorsed the Kraft Singles product, both have decided the logo will no longer feature on the product.
"We know there is a nutrient gap for kids when it comes to calcium and vitamin D, and we strongly believed in the power of this collaboration to educate parents and help close that gap," a spokesperson for Kraft Foods told just-food.
"Although we stand by our decision to work together to shine a light on this issue, and not to serve as a product endorsement, we believe misperceptions are overshadowing the campaign. As such, both organisations have agreed it is best not to proceed as originally planned.
"Both of our organisations are passionate about educating parents about this nutrition gap that exists for kids today, and we regret that we are unable to work together to further our efforts."
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