Kellogg, the world’s largest cereal maker, has agreed to improve the nutritional content of products it sells to children.

The company said today (14 June) that it has created a so-called “internal standard” – the Kellogg Global Nutrient Criteria – that will determine the type of products it markets to children under 12.

The guidelines set an upper threshold of no more than 200 calories and no more than two grams of saturated fat per serving. Kellogg’s criteria also states that there will be no more than 230mg of sodium and no more than 12g of sugar in the products it sells to the under-12s.

Kellogg said that it will also use these criteria to determine which products it will advertise throughout the media.

“We’re taking these steps to address increasing concerns about marketing to children and further strengthen our commitment to responsible marketing,” said Kellogg president and CEO David Mackay.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Meanwhile, Kellogg said it would also introduce GDA guidelines on the packaging of its ready-to-eat cereals in selected markets later this year.

The company said it will bring in GDA information onto the front of the packaging on products sold in the US, Canada and Mexico.