US food giant Kraft Foods has announced further initiatives in its health and wellness programme, including further changes to its marketing practices and new whole grain cookies and crackers.
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Speaking at California Governor Arnold Schwarzenegger’s Summit on Health, Nutrition and Obesity. Kraft CEO Roger Deromedi said the company had made another voluntary change to its marketing to children practices.
By the end of 2006, only products that meet Kraft’s Sensible Solution nutrition standards will appear on Kraft websites that primarily reach children aged 6-11. This strengthens earlier marketing policy changes, including advertising only Sensible Solution products in TV, radio and print media primarily viewed by children aged 6-11.
Kraft also announced the launch of Nabisco 100% Whole Grain cookies and crackers, which will be available in stores nationwide this month and include a number of varieties, including Wheat Thins crackers and Fig Newtons cookies.
“Our health and wellness programme is an important business initiative that we believe is critical to the long-term success of Kraft,” Deromedi said. “We’re taking steps that are responsive to societal concerns, while at the same time driving our business results by transforming our portfolio to better align with consumer trends.”
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By GlobalData
