US cereal maker General Mills does not plan to stop advertising to children, a company executive has said, despite current concerns about childhood obesity levels.
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“We think that advertising cereal is a healthy thing to do,” Ken Powell, executive vice president of General Mills, was quoted by Reuters as saying.
Powell told reporters that cereal, which is the main focus of the company’s marketing to children, is the main source of whole grains in children’s diets. However, he added that the company has no plans to halt advertising of other, perhaps less healthy, products to children.
General Mills forms part of the Alliance for American Advertising, along with Kellogg and Kraft Foods, which aims to defend food makers’ right to advertise to children. But Kraft has already announced plans to reduce the marketing to children under 12 years old of its least healthy products.
Kraft CEO Roger Deromedi told Reuters he believes the industry should be able to regulate its own advertising rather than have restrictions forced upon it.
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