Nutrition ‘flag’ to guide Kraft’s ads to kids

USA -Kraft Foods has announced that it is to introduce a new ‘sensible solution’ flag to its more healthy products and that it is to shake up its policy of advertising to children.

Although the company already claims not to aim adverts at children under six years old, it has now said it will review its range of adverts aimed at the six to 11 age range. Only products which carry the new flag will be advertised in print, on television and on radio. The move means that some of its Lunchables products will no longer be advertised. However, the company has said it will continue to advertise these products to parents and ‘family audiences’.

Kraft’s nutrition flags will be placed on it more nutritious products. The criteria for the flags have been made following the US government’s latest nutrition guidelines. These stress the importance of eating low fat dairy products, fruit, vegetables and grains and put an emphasis on calorie consumption and exercise.

Products which contain nutrients such as protein, calcium, fibre or whole grain or which have a specific functional benefit will qualify for the flag. Others will meet the criteria by meeting specifications for ‘reduced’, ‘low’ or ‘free’ in calories, fat, saturated fat, sugar or sodium.

The new flags will be rolled out in the US from April, with some displaying contain specific information about a product’s nutritional benefits. Products already identified t carry the label include Kraft’s 2% Milk Shredded Reduced Fat cheese.