Kraft admits obesity a real problem

INTERNATIONAL – Kraft this week announced new initiatives to try to combat the growing problem of obesity.

Amongst the proposals is an announcement that the company, which produces cheeses, convenience meals and deserts, is to reduce the size of single serve portions in an attempt to combat the rise of obesity and the risk of consumers blaming Kraft for their problems.

Other proposals include providing guidelines for the traditional characteristics of products, the elimination of all in school marketing and the forming of an advisory council. This will bring together figures from disciplines important to changing patterns in diet, activity and weight.

The initiatives should be developed by the end of the year and will be put in place from 2004 onwards.