Kellogg adopts new nutrition standards

BATTLE CREEK, Mich., June 14 (UPI) -- Kellogg Co. announced it will adopt nutrition standards to determine which products children under age 12 will see advertised on U.S. airwaves.

In addition, Kellogg said it will change its marketing so that, among other things, licensed characters no longer will hawk products under the voluntary standards outlined in a news release.

Because of Kellogg's actions, the Center for Science in the Public Interest, the Campaign for Commercial-Free Childhood and two Massachusetts parents said they will drop a lawsuit over advertising practices against the company.

The Battle Creek, Mich., company said products that don't meet the criteria for calories, salt, sugar and fat will either be reformulated to meet the new standards or won't be marketed to children under 12 by the end of 2008.

"We are pleased to work collaboratively with industry and advocacy groups to unveil these standards," David Mackay, Kellogg Co. president and chief executive officer, said in a statement. "We feel the Kellogg Nutrient Criteria set a new standard for responsibility in the industry."

Michael Jacobson, CSPI executive director, said, "By committing to these nutrition standards and marketing reforms, Kellogg has vaulted over the rest of the food industry."