A wake-up call on the marketing of unhealthy food to children

About Consumers International (CI)
Consumers International (CI) is the only independent global campaigning voice for consumers. With over
220 member organisations in 115 countries we are building a powerful international consumer
movement to help protect and empower consumers everywhere.
Consumers International is a not-for-profit company limited by guarantee in the UK
(company number 4337865) and a registered charity (number 1122155).
For more information, visit www.consumersinternational.org
This report is part of Junk Food Generation – the Consumers International campaign to stop the
marketing of unhealthy food to children www.junkfoodgeneration.org
Cereal Offences
A wake-up call on the marketing of unhealthy food to children
ISBN 978-0-9560297-1-3
Published by Consumers International in October 2008
©Consumers International
24 Highbury Crescent
London N5 1RX, UK
email: consint@consint.org
www.consumersinternational.org
A wake-up call on the marketing of unhealthy food to children
Credits
This report was written by Dr Tim Lobstein, with the assistance of Justin Macmullan,
Tom McGrath and Johanna Witt at CI.
Key reviewers of the report included Sue Davies from Which? (UK), Luke Upchurch and
Rosalchen Whitecross at CI.
Thirty-two CI member organisations conducted research in their own countries,
coordinated by the International Consumer Research and Testing (ICRT) organisation.
Design and typesetting: Andrea Carter
Contents
Executive summary__________________________________________________7
Call for action ______________________________________________________9
Introduction ______________________________________________________10
Research methods__________________________________________________11
Evidence for action ________________________________________________12
Key findings from this research ____________________________________12
The nutritional quality of breakfast cereals marketed to children __12
Sugar in cereals marketed to children ____________________________13
Salt in cereals marketed to children ______________________________15
Fat in cereals marketed to children ______________________________16
Country differences ____________________________________________17
Marketing tactics __________________________________________________18
Labelling and packaging __________________________________________18
On-pack promotion of cereals sold to children ____________________18
Examples of methods used to reassure parents and carers __________22
Off-pack promotion ____________________________________________24
Television advertising __________________________________________25
Websites ______________________________________________________26
Information to guide healthy purchases __________________________28
Front-of-pack signalling ________________________________________29
What the companies say ____________________________________________31
Conclusions and recommendations __________________________________34
Endnotes __________________________________________________________37
Note: Products described in this report were examined in or around April
2008. The formulations, packaging and promotional marketing may have
changed and the results reported here may not be applicable to products
available subsequently.
Executive summary
Breakfast cereals are a valuable and expanding market,
especially for the two leading multinational
manufacturers, Kellogg’s and Nestlé1. The growth in the
market is, in no small part, a result of the marketing by
these two companies that successfully portrays breakfast
cereals as suitable for children and a healthy way for
children to start the day.
This study, carried out by 32 consumer organisations
around the world, all members of Consumers
International (CI), looked at a number of breakfast cereals
marketed to children. For the purposes of this report we
focus on 13 varieties available in markets around the
world and manufactured by Kellogg’s and Nestlé.
However many of the tactics highlighted in this report are
used across the industry and we have occassionally
included examples from other companies.
The results paint a very different picture to the one
created by the companies’ marketing campaigns. The
reality is that popular cereal varieties manufactured by
Kellogg’s and Nestlé and marketed to children, routinely
contain excessive amounts of added salt or added sugar.
Several popular cereal products were found to have
higher levels of salt than is found in potato snacks or
salted nuts, some were even as salty as seawater. Other
varieties contained so much added sugar that they were
found to be sweeter than cookies or iced doughnuts.
In the light of these results CI believes that the cartoon
characters, celebrity tie-ins, TV advertising and websites
that Kellogg’s and Nestlé deploy to market their products
that are high in sugar and salt to children and their
parents are irresponsible and should be stopped.
Many parents will no doubt be shocked to discover the
levels of sugar and salt in many breakfast cereals.
However, such irresponsible marketing also risks
Executive summary
More sugar than a doughnut,
as salty as seawater.
contributing to an international crisis. The World Health
Organization (WHO) estimates that 2.3 billion people,
almost one third of the global population, will be
overweight by 2015. This development is fuelling an
increase in non-communicable diseases such as diabetes,
heart disease and some cancers. Whilst tackling this
pandemic will require a number of strategies,
establishing healthy eating habits among young people
is a vital element.
By promoting products that are high in salt and sugar to
children, food companies are establishing patterns of
consumption that fuel the obesity pandemic. Not only
are they giving children unhelpful messages about what
it is good to eat, they are simultaneously undermining
efforts by governments and civil society to promote
healthier diets.
Although companies have started to respond to
consumer pressure by announcing a number of policies
and pledges they have been half-hearted in their
coverage. Even the pledges made by Kellogg’s and Nestlé
only cover children up to the age of 12 and for the
youngest children exclude marketing techniques, such as
the use of their own brand cartoon characters.
CI and our member organisations are calling for an
international code to stop the marketing of unhealthy
food to children. Some governments have started to take
action, however the evidence from this report shows how
limited the impact has been. Given the urgency of the
7
problem an international code, adopted and monitored
by the WHO, would provide much needed guidance for
governments around the world.
CI is not against the marketing of food, however we
believe that the marketing of energy-dense, nutrient-poor
8
foods that are high in fat, sugar and salt to children is
irresponsible. Companies should reformulate their
products and compete to market healthier options. A clear
signal from the WHO and national governments that they
will take action against the marketing of unhealthy food to
children can only help to promote such strategy.
Executive Summary
Call for action
In March 2008, CI and the International Obesity Taskforce
(IOTF) launched Recommendations for an International
Code on Marketing of Foods and Non-Alcoholic
Beverages to Children2.
There is a wide disparity between countries in their
approach to the marketing of food to children. Some
have limited restrictions on advertising unhealthy food to
children, whilst others have no statutory protection on
any form of advertising at all. The food and drink
industries’ own codes also vary in terms of the:
• countries covered
• definition of a child
• types of marketing included.
CI is campaigning for a WHO Code, which will address
this problem by agreeing on international standards to be
implemented by national governments and food
companies.
The CI/IOTF Code targets the marketing of energy-dense,
nutrient-poor foods that are high in fat, sugar and salt to
children up to 16 years old. Its demands include:
• A ban on radio or TV adverts promoting unhealthy
food between 06.00 and 21.00.
• No marketing of unhealthy food to children using new
media (such as websites, social networking sites and
text messaging).
• No promotion of unhealthy food in schools.
• No inclusion of free gifts, toys or collectible items,
which appeal to children to promote unhealthy foods.
• No use of celebrities, cartoon characters, competitions
or free gifts to market unhealthy food.
You can download a copy of the Code and sign up in
support at www.junkfoodgeneration.org.
Call for action
9
Introduction
The market for breakfast cereals has been growing
steadily for over a century, and in the last decade has
been particularly focussed on expansion in countries such
as China and South East Asia where the consumption of
milk-based dishes is not traditional. This expansion forms
part of the wider ‘nutrition transition’ in which traditional
diets have given way to diets based on mass-produced
foods, including snacks, candy, soft drinks and desserts.
Behind the changing face of food consumption lies a
large food processing and marketing business, with food
companies spending some $16.4bn in 2006 to advertise
and promote their products.3 The market for breakfast
cereals is a significant part of this – just two companies
(Kellogg’s and General Mills) spent $1.5bn promoting
cereal products in 2006. Much of this is spent on the
promotion of cereals sold as suitable for children.
The changing pattern of food consumption has led to
concerns about the health consequences. Rising rates of
obesity among both adults and, most recently, among
children, along with the risk of diabetes and heart
disease, led the WHO to launch a global strategy to
tackle chronic non-communicable diseases in 2004.4 This
explicitly identifies health problems to be caused by the
excess consumption of fat, sugar and salt, along with
insufficient intake of fruit, vegetables, pulses and wholegrain cereals.
Food companies spent some
$16.4bn in 2006 to advertise and
promote their products.
While breakfast cereals have the potential to be a source
of beneficial whole grains, there is increasing concern
that the high levels of sugar in some products takes them
out of the realm of cereal foods and into the realm of
cookies, candy and desserts
In the present study, the focus was on the quality of
breakfast cereals marketed as particularly suitable for
children, in order to ask whether the products were
nutritionally suitable, whether there were substantial
inconsistencies in the quality of products between
different countries, and whether products were being
promoted in fair and acceptable ways.
Furthermore, the WHO strategy stated “Food advertising
affects food choices and influences dietary habits. Food
and beverage advertisements should not exploit children’s
inexperience or credulity. Messages that encourage
unhealthy dietary practices or physical inactivity should be
discouraged, and positive, healthy messages encouraged.
Governments should work with consumer groups and the
private sector (including advertising) to develop
appropriate multi-sectoral approaches to deal with the
marketing of food to children, and to deal with such issues
as sponsorship, promotion and advertising.” 5
10
Introduction
Research methods
Breakfast cereal products clearly being marketed as
suitable for children were purchased in 32 countries (see
Box 1) during April 2008. Thirteen products (see Table 1)
were found on sale in many countries and were therefore
suitable for comparison in this report.
2008 and these were examined for the nature and extent
of commercial advertising of breakfast cereals.
Table 1:
The labels of the selected products were examined and
the content of the products were sent to laboratories for
chemical analysis to determine the levels of fat, sugar
and salt (sodium chloride).
Products sold as suitable for children and available in
many of the countries in the study.
In nearly all the countries recordings were made of
children’s prime-time television programmes during April
Number of countries
providing samples
Varieties of breakfast cereals examined
Kellogg’s
Choco Krispies Coco Pops
24
Box 1:
Coco Rocks
Countries undertaking the breakfast cereal survey
Chocos
13
Froot Loops
10
Frosties
25
Europe
Belgium
Czech Republic
Denmark
France
Germany
Ireland
Italy
Netherlands
Norway
Poland
Portugal
Slovenia
Spain
Sweden
Switzerland
UK
Research methods
Asia and Pacific
Australia
Fiji Islands
Hong Kong
India
Indonesia
Malaysia
New Zealand
Russia
South Korea
Thailand
Americas
USA
Argentina
Brazil
Chile
Peru
Africa
Kenya
Frosties Reduced Sugar
Rice Krispies
Smacks
9
7
12
9
Nestlé
Cheerios
8
Chocapic
10
Cookie Crisp
10
Estrelitas/Honey Stars
Nesquik
7
22
Please note that some products are marketed under
slightly different names in different countries.
Additional information was gained from studying
products sampled in only a few countries.
11
Evidence for action
Key findings from this research
Our evidence-based research, carried out by consumer
organisations in 32 countries, looked at the nutritional
composition of breakfast cereals marketed to children
and the marketing tactics used in their promotion.
In order to draw international comparisons we focused
on 13 leading varieties that are found in a large number
of the participating countries. These varieties are
manufactured by just two companies, Kellogg’s and
Nestlé, who between them dominate the international
market for breakfast cereals.
We found:
• Breakfast cereals sold as suitable for children are not
simply cereal food, but frequently have high amounts
of added salt and routinely have excessive levels of
added sugar.
• International comparison of the results undermines the
argument that high levels of sugar and salt are a
response to cultural differences. There was no pattern
of breakfast cereals high in sugar or salt only being
marketed in specific countries.
• Kellogg’s and Nestlé are using a wide range of
sophisticated techniques to market these products to
children including the use of cartoon characters,
celebrities and film tie-ins on packaging, giveaway toys,
games and competitions as well as off-packet
promotions such as TV advertising, sponsorship of
events and websites.
• Kellogg’s and Nestlé are also marketing these products
to parents by using information and images designed to
reassure them that the products are good for their
children.
This section is divided into the following three parts:
1. Nutritional quality of the products (listed in Box 2)
2. Marketing tactics
3. Information to guide healthy choices
Box 2:
The nutritional quality of breakfast cereals marketed to children
Three aspects of nutrition were examined, ie fat, salt and sugar.
In summary, the survey found
• Sugar was added to most products in high quantities. Of the
13 popular products examined, only one (Kellogg’s Rice
Krispies) had ‘medium’ levels, while all remaining products
had more than 25% sugar (including the Reduced Sugar
version of Kellogg’s Frosties), many had sugar levels above
40%, and in one sample (Kellogg’s Smacks in the USA) the
sugar level was 55%.
• Salt was added to nearly all products, typically at around 1%
of the product’s total weight but ranging up to 2.5%. Only
one product (Kellogg’s Smacks) was generally ‘low salt’ while
another (Kellogg’s Rice Krispies) was ‘high salt’ in most
countries, as were several samples of Nestlé’s products.
• Nearly half the products could be classed as ‘low fat’ and all
the remaining ones as ‘medium fat’. Only a few cereals had
significant levels of fat, but in those that did, the fat levels
were as high as 7% - 8% of the product. Products not
sampled here, such as sweetened granolas, can have
significantly higher fat levels.
• The nutritional quality of products with the same name and
similar appearance varied considerably between different
countries, which are likely to put some children at an even
greater risk than others of consuming high levels of nutrients
they should be limiting their intake of.
In one sample (Kellogg’s Smacks in the USA) the sugar level was 55%
12
Evidence for action
Table 2:
The UK ‘traffic light’ criteria for labelling fat, salt and sugar levels in food6
Quantities per 100g food (different figures apply for beverages)
Low
Medium
High
Fat
up to 3g
3g up to 20g
over 20g
Salt
up to 0.3g
0.3g up to 1.5g
over 1.5g
Sugar
up to 5g total sugars
5g total sugars up to over 12.5g added sugars
12.5g added sugars
UK Food Standards Agency. Front-of-pack Traffic light signpost labelling. Technical Guidance,
Issue 2, November 2007. http://www.food.gov.uk/multimedia/pdfs/frontofpackguidance2.pdf
In the discussion of fat, salt and sugar levels, this study
uses the UK Food Standards Agency’s (FSA) definitions
of ‘low’, ‘medium’ and ‘high’ levels of these ingredients
in food.
High levels merit a red traffic light on the front of the
pack, while low levels merit a green traffic light, and
intermediary levels an amber traffic light (see Table 2).
We have used the same system in this report in order to
clearly identify low, medium and high levels. The UK
system is not compulsory and Kellogg’s and Nestlé do not
use it on their products.
The ‘low’ criteria are the same as those used by the
European Commission for permitting claims of ‘low fat’,
‘low salt’ and ‘low sugar’ on product labels.
Sugar in cereals marketed to children
Perhaps more than any other concern, the sugar content
of children’s breakfast cereals has been an issue within
the public health community for several decades, and the
promotion of highly sweetened cereals to children has
been criticised by consumer and health organisations in
report after report. The findings of the present survey
indicate that little has been done to reduce the sugar
levels in these cereals.
Table 3 on page 14 shows the amounts of sugar (as a
percentage of the product as purchased) found in each
variety on average, and the range of values found for the
same variety bought in different countries.
Sugar was added to all products in the survey. Of the
products examined, only one (Kellogg’s Rice Krispies) had
‘medium sugar’ levels while all remaining products had
Evidence for action
more than 25% sugar (including the Reduced Sugar
version of Kellogg’s Frosties), which classifies them as
‘high sugar’.
Many products had sugar levels above 40%, and one
sample (Kellogg’s Smacks in the USA) consisted of 55%
sugar. The sugar content of these cereals is as high or
higher than that found in doughnuts (16-22%), ice
cream (21-27%) or sweet cookies (36-46%).7
For children especially, highly sweetened cereals can add
significantly to the daily calorie intake and may
encourage a taste for sweet foods generally.
Manufacturers use sugar to boost taste and appeal to
children. Natural cereal grains contain 1% or less sugar,
too small to influence the results of the present survey.
The evidence from the sugar levels confirms the
suggestion that sugar and salt are both used to boost
flavour appeal, with one substituting for the other. Sugar
and salt also add a ‘crunchy’ texture to flour-based
products.
The highest sugar levels were found in the product
(Kellogg’s Smacks) with the lowest salt level, while the
lowest sugar levels were found in the two products
(Kellogg’s Rice Krispies and Kellogg’s Frosties Reduced
Sugar) with the highest salt levels.
Graphs 1 and 2 on page 14 show the sugar levels in
Kellogg’s Frosties and Nestlé Nesquik, the two varieties
that were found in the most countries. In every country
sugar levels were more than double the level considered
to be high according to the UK’s FSA traffic light criteria.
13
Table 3:
Sugar in cereal products marketed to children
Low: less than 5% total sugar
Medium: between 5% and 12.5%
Average %
sugar in the
product
High: more than 12.5% added sugar
Range across
different
countries
Average %
sugar in the
product
Lowest Highest
Kellogg’s
Range across
different
countries
Lowest Highest
Nestlé
Choco Krispies Coco Pops
35
33
42
Cheerios
37
33
39
Coco Rocks
32
28
38
Chocapic
37
34
39
Chocos
34
30
36
Cookie Crisp
35
31
42
Froot Loops
40
30
44
Estrelitas/Honey Stars
34
33
36
Frosties
39
32
48
Nesquik
36
32
40
Frosties Reduced Sugar
25
22
29
Iced doughnuts
16 – 22
Rice Krispies
10
8
13
Ice cream
21 – 27
Smacks
44
40
55
Cookies: brownies,
Oreos, fig bars
36 – 46
Desserts: mousse,
fruit pie
15 – 17
Graph 1:
Kellogg's Frosties cereal – total sugars (%) by country, rated against UK FSA 'traffic light' criteria
%
50
48
43
48
42
43
40
41
36
36
38
42
38
40
40
40
37
35
35
39
35
36
43
40
37
37
32
30
HIGH
20
USA
UK
Thailand
Switzerland
Spain
South Korea
Russia
Portugal
Peru
New Zealand
Malaysia
Kenya
Italy
Ireland
Indonesia
India
Hong Kong
Germany
France
Fiji
Denmark
Chile
LOW
Brazil
0
Australia
MEDIUM
Argentina
10
Graph 2:
Nestle
´ Nesquick cereal – total sugars (%) by country, rated against UK FSA 'traffic light' criteria
%
50
40
40
38
33
35
38
37
36
32
35
37
38
39
33
35
34
34
36
33
36
39
33
37
30
HIGH
20
UK
Switzerland
Sweden
Spain
Slovenia
Russia
Portugal
Poland
Peru
Norway
New Zealand
Italy
Ireland
Germany
France
Denmark
Chile
Czech Republic
14
Brazil
LOW
Belgium
0
Australia
MEDIUM
Argentina
10
Evidence for action
Table 4:
Salt in cereals marketed to children
Table 4 shows the amounts of salt (as a percentage of the
product as purchased) found in each variety on average,
and the range of values found for the same variety bought
in different countries.
It can be seen that significant quantities of salt were
present in nearly all products. Natural cereal grains contain
only traces of salt, too small to show on the present survey.
Manufacturers are likely to add salt in order to boost the
flavour of the product, and may use salt to maintain
customer appeal when sugar levels are reduced.
In the present survey, the salt levels in regular Kellogg’s
Frosties were compared with the salt levels in the Reduced
Sugar Kellogg’s Frosties and found to be significantly
different. Although the difference was small, there were
consistently higher levels of salt in the Reduced Sugar
version of the product.
Salt in cereal products marketed to children
Low: less than 0.3%
Medium: between 0.3% and 1.5%
High: more than 1.5%
Average %
salt in the
product
Range across
different
countries
Lowest Highest
Kellogg’s
Choco Krispies Coco Pops
1.2
0.7
1.7
Coco Rocks
.07
0.7
0.7
Chocos
1.0
0.7
1.0
Froot Loops
1.0
0.7
1.2
Frosties
1.2
1.0
1.5
Frosties Reduced Sugar
1.5
1.1
1.5
Rice Krispies
1.7
1.5
2.5
Smacks
0.2
0.0
0.5
Cheerios
1.2
1.0
1.7
Chocapic
0.5
0.2
2.3
Cookie Crisp
1.2
0.7
1.7
Estrelitas/Honey Stars
0.2
0.0
0.5
Nesquik
0.7
0.5
1.0
Nestlé
Salt was added to nearly all products, typically at around
1% of the product’s total weight but ranging up to 2.5%.
Only one product (Kellogg’s Smacks) was generally ‘low
salt’ while another (Kellogg’s Rice Krispies) was ‘high salt’ in
most samples, as were several samples of Nestlé’s products.
Graph 3 shows salt levels for Kellogg’s Rice Krispies in the
12 countries the product was available in. In all countries,
the level of salt is deemed high, and in the case of Hong
Kong, it reaches the sodium chloride (salt) level
of seawater.8
Typical salted potato
crisps/chips
0.6 – 0.7
Salted roasted peanuts
0.6 – 1.3
Seawater
(sodium chloride)
2.5 – 3.0
The salt added to these cereals is as high or even higher
than the salt added to savoury snacks such as potato
chips (0.6-0.7% salt), tortilla chips (0.4% salt) and salted
or roasted peanuts (0.6-1.3%).9
Manufacturers are likely to add salt in
order to boost the flavour of the product,
and may use salt to maintain customer
appeal when sugar levels are reduced.
For children especially, salty cereals can add significantly
to the daily intake and may lead children to expect salt in
their food generally.
Graph 3:
Kellogg's Rice Krispies cereal – total sodium chloride (salt) (%) by country, rated against UK FSA 'traffic light' criteria
%
3.0
2.0
Sodium Chloride (table salt) percentage of seawater
2.5
2.5
2.2
2.0
1.7
1.7
2.0
1.7
1.5
1.5
1.7
1.7
HIGH
1.7
1.5
1.0
MEDIUM
0.5
LOW
Evidence for action
USA
UK
Swizterland
Sweden
Spain
Portugal
Kenya
Italy
Ireland
Hong Kong
France
Denmark
0
15
Fat levels in cereals marketed to children
Table 5 shows the amounts of fat (as a percentage of the
product as purchased) found in each variety on average,
and the range of values found for the same variety
bought in different countries.
Table 5:
Fat in cereal products marketed to children
Low: less than 3%
Medium: between 3% and 20%
High: more than 20%
It can be seen that many cereals only include trivial
amounts of fat.
Natural cereal grains contain small amounts of fat and oil
(wheat 2%, maize 5%, oats 7%) and these are generally
considered beneficial forms of fat. However, some of this
will be lost in the milling and refining of the grain.
Manufacturers are likely to use harder fats that have a
longer shelf-life when adding fat in the processing, and
the consumption of these hard fats (especially the trans
fats) is considered generally detrimental to health.
For six varieties, the majority of samples could be
classified as ‘low fat’ while the remainder were all
classifiable as ‘medium fat’ and this included products
with fat levels found as high as 8% of the product.
Average %
fat in the
product
Range across
different
countries
Lowest Highest
Kellogg’s
Choco Krispies Coco Pops
2.0
0.3
3.2
Coco Rocks
6.7
1.3
8.9
Chocos
2.2
0.6
2.6
Froot Loops
2.3
0.5
2.9
Frosties
0.6
0.3
0.9
Frosties Reduced Sugar
0.7
0.4
1.2
Rice Krispies
1.2
0.7
1.9
Smacks
1.6
1.1
1.9
Cheerios
4.4
3.4
5.4
Chocapic
4.8
4.2
6.0
Cookie Crisp
3.4
2.9
4.4
Estrelitas/Honey Stars
6.6
5.1
7.6
Nesquik
3.9
2.4
4.9
Nestlé
The levels of fat found in the present survey are not
particularly significant, although the type of fat being used
bears further examination. Manufacturers tend to use
blends of fat that are typically up to 50% saturated fat, as
these are slower to oxidise and hence have a longer shelflife. Saturated fats are not examined in this report.
16
Evidence for action
Country differences
The cereals examined in this report were purchased in
countries around the world. The results of the nutrient
analyses show that the quality of the products varies
considerably between countries. Some sample variation
can be expected due to uneven product quality during
the manufacturing process. However, as Tables 3 to 5
have shown, the range is considerable and in some cases
the quantities are several–fold greater in one country
than in another.
• Firstly that the variety of countries in each column
suggests that there is no clear pattern of marketing to
specific cultural tastes. Countries in Latin America,
Europe, Asia and Australasia are found in both the
lowest and highest sugar content, and lowest and
highest salt content.
• Secondly, there is further evidence that sugar and salt
are substituted for each other, with several countries
being found in both the ‘lowest salt’ and ‘highest
sugar’ (or ‘lowest sugar’ and ‘highest salt’) for a given
variety. This provides support for the suggestion made
above that manufacturers tend to use both sugar and
salt as a means of boosting the flavour, and that if the
level of one is reduced the other may be increased.
In Table 6, we list the countries where the lowest and
highest levels of salt and sugar were found for each
product. None of the products were available in all
countries and so a full comparison of practices could
not be made. However, two features of the table are
worth noting:
Table 6:
Countries where the lowest and highest salt and sugar levels were found
Lowest salt
Highest salt
Lowest sugar
Highest sugar
Choco Krispies
Coco Pops
Brazil
Chile, Peru
Argentina, Germany,
Russia
Brazil, Thailand
Indonesia, USA
Choco Krispies
Coco Rocks
[little variation]
[little variation]
Australia
New Zealand
India
[many countries]
Germany
Belgium, Italy, Norway
Brazil, Chile, Peru
India, Australia, New Zealand
India
USA, Chile
Italy, Russia, Fiji,
Australia, New Zealand
Brazil, India, South Korea
South Korea
Australia
New Zealand
Sweden, UK
Germany, Switzerland
South Korea
Kellogg’s
Chocos
Froot Loops
Frosties
Frosties Reduced Sugar Portugal, South Korea
Rice Krispies
Kenya, Sweden
Hong Kong, USA
Denmark, Italy,
Spain, Switzerland
Ireland, UK
Smacks
[little variation]
USA
Germany, Slovenia,
Switzerland
France, Spain, USA
Cheerios
Norway, Czech Rep
France, Italy, Spain
Poland
Czech Rep, Italy
Chocapic
Peru
[little variation]
Chile
Czech Rep, Italy
Portugal
Malaysia, Thailand
Malaysia
USA
Brazil, Chile
Hong Kong
Chile, Spain
Indonesia
[little variation]
Argentina, Brazil,
Chile, Peru
France, Switzerland,
Slovenia, Australia,
New Zealand
Brazil
Italy, Sweden
Nestlé
Cookie Crisp
Estrelitas / Honey Stars
Nesquik
Evidence for action
17
Marketing tactics
Manufacturers have many opportunities to promote their
products to children and to parents and carers.
Labelling and packaging
On-pack promotion of cereals
sold to children
The packaging and nature of the product itself are used
by manufacturers to attract children by using a wide
range of psychological and emotive techniques, including
cartoon characters, familiar images (eg from films),
competitions, gifts in the pack, gifts and purchases from
on-pack coupons, memberships of clubs, offers of cellphone ringtones, jokes, games, and various inducements
to visit the manufacturer’s websites.
This study found a wide variety of techniques being used
on and in the cereal products examined, including many
which were highly attractive to children.
This study also looked at the advertising of breakfast
cereals on television channels during programmes that
are likely to be viewed by children.
Besides using significant levels of sugar and salt to boost
the flavour of breakfast cereals, companies use a large
number of other devices to make the product appealing
to children.
Examples of methods used to make products
attractive to children
Fantasy characters from TV cartoon shows
Kellogg’s Cocoa Frosties with Garfield characters as
sold in Malaysia
18
Nestlé Cookie Crisp with Pink Panther characters as
sold in Malaysia
Marketing tactics
Package cartoons repeated on TV
adverts or websites
Puzzles on the packaging
Kellogg’s Choco’s bear features in TV advertisements
in Belgium
Nestlé Nesquick packaging with word search puzzle
from Norway
Gifts in the pack
General Mills ‘Lucky Charms’ leprechaun appears on
packaging and on the website in the US
Packets of Kellogg’s
Cocoa Krispies sold in
Belgium contained a free
magic spoon
Packets of Kellogg’s
Frosties sold in Russia
contained a ‘NO ENTRY’
door hanger
Packets of Nestlé Cheerios sold in the US contained
a toy racing car
Nestlé’s Nesquik bunny features on packs sold in
Russia and on the Nesquik website
Markteting tactics
19
Appealing / fantasy shapes
Added flavouring agents, eg chocolate
Kellogg’s Choco Krispies sold in Russia
Nestlé Honey Stars sold in Malaysia
Coloured ingredients
Nestlé Koko Krunch sold in Malaysia
Kellogg’s Froot Loops available in several countries
20
Marketing tactics
Adventure movie tie-ins
Sports equipment vouchers, coupons
Swimming vouchers available on Kellogg’s website
in Ireland10
Clubs and societies
Packets of Kellogg’s Cocoa Krispies featuring Indiana
Jones sold in Malaysia and Belgium
Markteting tactics
Promotion of www.nesquik-club.com in Russia
21
Examples of methods used to reassure parents and carers
Parents and other carers are likely to be the main purchasers of these cereal products being sold as suitable for children.
Here we also list some of the methods used to make the product appealing to purchasers who may be concerned that
the product is not sufficiently beneficial to the children in their care. These examples come from a number of
companies, not just Nestlé and Kellogg's.
Whole grain, high fibre, low fat
Front-of-pack nutrition claims
Example from US
‘53% wholegrain, high in fibre, low in saturated fat’
Vitamin claims:
Added vitamins, ‘essential’ vitamins and
minerals, with iron, rich in calcium etc
‘Contains 77% wholegrain’
Examples from Norway
Example from Spain. “Source of Fibre. High content
of vitamins E, B1, B2, B9, B6, PP, B12 B5 & Fe”
Helps education attainment
Fat free, Low fat
Example from Hong Kong
22
Example from Hong Kong
Marketing tactics
No added colours, no added flavours,
no artificial preservatives
Natural ingredients
Example from Hong Kong
Example from Ireland
Lowers cholesterol
Good for child growth, teeth, bones
Example from Hong Kong
Example from US
Energy
Example from Fiji
Markteting tactics
Happy families
Example from South Korea
23
Approved by parents
Box 3:
Teaching English – or advertising cereals?
In Malaysia, the New Straits Times newspaper and
Nestlé’s KoKoKrunch organised the “KoKo Smart Start
Camp” for young children, which aimed to teach
children the importance of proper nutrition and to
improve their English language skills.
The event took place in primary schools, and
KoKoKrunch’s mascot, KoKo was there to present
certificates, workbooks and KoKoKrunch boxes to
participants and winners. All participating students
were given a KoKoKrunch t-shirt.
Example from South Korea
These examples reveal the wide range of strategies used
by companies to avoid and distract attention from any
negative aspects of the product, including its nutritional
values and its encouragement of a liking for highly
sweetened foods (and the routine consumption of cow’s
milk, which is a relatively recent and not necessarily
beneficial dietary change in many regions of the world).
We are aware of only one honourable example – Coop
Honey Bees, from Norway – where the product
packaging warned parents of the high levels of sugar
and advised varying the breakfast with other products
containing less sugar.
Off-pack promotion
Manufacturers have developed a wide range of methods
for promoting their products to children (and to their
parents and carers).
Television commercials have been used for many years,
and in some countries the use of TV advertising is
beginning to decline in favour of other approaches,
including Internet sites and direct marketing.
This section briefly considers the use of TV advertising
and Internet sites. It should be noted that sweetened
breakfast cereals are being promoted to children through
other activities, such as school classrooms and teaching
activities, and sports sponsorships for children’s junior
championships.
24
Marketing tactics
Television advertising
Surveys of children’s cereal advertising were undertaken
during the month of April 2008, and involved monitoring
commercial television channels likely to be seen by
children and families for a week.
A single week may not be representative of the cereal
manufacturers’ usual pattern of advertising as the
promotional campaigns are not continuous. However,
several countries reported significant numbers of
advertising ‘spots’ during the monitoring period. Details
of the content of the advertising are indicated in Table 7.
Table 7:
Television advertisements for unhealthy cereals aimed at children
Number of ads
recorded in
one week
Advertising methods (examples)
Belgium
238
Children in ads. Child uses cereal hoop as ring ‘Marry me, Mummy’. Calcium and vitamin
emphasis. ‘Each breakfast is a big moment’. Cartoon bear from pack wakes up boy in
bed: ‘Crispy chocolate cereal with milk: the best to wake-up’.
Italy
195
Cartoon animals and children. Animal fantasy: rabbit gets into cereal box, but is poured
out into bowl. Happy ending. Attempts to retrieve cereal boxes from difficult situations,
successful ending.
Netherlands
23
Cartoon children eating cereal. Fantasy animals with human faces. Product set in holy
temple. Plot: action-tension-escape-resolution.
Spain
168
Fantasy adventure link to Indiana Jones movie. Plot: Action-search (for cereal ‘treasure’)resolution. Fantasy adventure: ship in storm loses cargo of cereal, cartoon character (from
box) dives to rescue, resolution with all happy. Links to game on box.
Australia
138
Children in ads. Cartoon animals. Cartoon characters from box. Parents recommend
product. Link to prizes on website. Recipes using product. Use of sports celebrities. Free
pedometer. Child walks to school while others watch from bus. ‘Fuel up.’ ‘Get you moving’.
India
Not given
Children in ads. Mother in ads. Product shown as suitable after school and promoted as
‘Snack for evenings’. Cartoon child (an Indian god renowned for strength). Prize competition
for iPod Shuffle. Sponsored link between Kellogg’s and Vodaphone. Use of sibling rivalry to
gain parent’s affection. Use of multi-varieties to ‘suit all family tastes’. Use of cartoon
animals and jungle, chocolate river of milk. Election in which product gains 100,000 votes.
Free Barbie dolls. Free Hot Wheels watches. Cartoon castle and animals to link cereal wit
promotion of Indiana Jones film, and related free gifts.
Malaysia
Not given
Children in ads. Cartoon children in fantasy lands. Use of fantasy animals. Plot:
Action-tension-escape-resolution. Fantasy cartoon explains nutritional goodness – child in
the classroom solves questions on the blackboard, then plays football and scores a goal.
‘Goodness of whole grain.’ ‘The child likes – the mother trusts.’
South Korea
Not given
Mother and child share breakfast, share life. Health and nutrition; family values, ‘delicious
taste increases happiness’.
Thailand
33
Free gifts available. Music, catchy tunes. Product ‘changes milk to chocolate milk.’ ‘Energy’
‘Power’ ‘Nutritious’ Mother says ‘Take a box to school’. Implied better intelligence. Product
shown in school trip to science museum as recommended for nutrition.
USA
135
Mother and child listening to cereal together. Child eating cereal while doing homework
after school. Child excels in classroom. ‘Keep them full, keep them focussed.’ Animated
apples and spices race towards cereal bowl. Cartoon pirates in an ocean of honey. Children
smarter than adults: detective challenged by teens to see what's good inside cereal.
Cartoons in forest use marshmallow-cereal power and magic to escape. Plot: action-escaperesolution. Free toy cars.
Markteting tactics
25
Websites
Games for young children
Website promotion of sweetened cereals is an integral
part of manufacturers’ promotional strategies and linked
to the current report in several ways. For example, packs
led purchasers to seek more nutritional information by
visiting websites, voucher and coupon give-aways onpacks (such as swimming pool entry vouchers) were
further explained on websites, and most significantly,
children were encouraged to visit company websites for
entertainment, including games, puzzles, cartoons,
ringtones, and other rewards.
The exposure of children to the product branding during
their visits to such websites is more prolonged and
interactive than exposure to television advertisements,
and so likely to be far more influential on their attitudes
towards the product.
Hong Kong:
Websites are also likely to be accessed at times when
parents are not easily in control. Company websites did
not restrict access or require parental approval in order to
prevent young children gaining entry.
www.nestle.com.hk/tradch/club/Kids/Game/butterfly.html
Here are a few of the many examples of company
websites used to attract children and promote the highly
sweetened cereal products discussed in this report.
The exposure of children to product
branding on websites is
more prolonged and
interactive than exposure to
television advertisements.
USA: www.luckycharms.millsberry.com
Korea: www.kellogg.co.kr/product/chex/fun_3.asp
26
Marketing tactics
Prizes and memberships
Prizes and memberships
Hong Kong: www.nestle.com.hk
Norway/global: www.weetos.com/narnia
Global: www.nesquik-club.com
USA: www.kelloggs.com/promotions/indiana-jones
USA: www.millsberry.com
Markteting tactics
27
Music
Linking sugary cereals to sport
USA: www.reesespuffs.com
Spain: www.kelloggs.es
USA/Global:
www.frostedflakes.com/Kidzone/tracks.shtml
UK: www.kelloggs.co.uk/whatson/swimming/freeswim.aspx
Linking sugary cereals to education
Information to guide healthy purchases
Nutritional information was provided on the side or
rear panels of all products examined from Kellogg’s,
all products examined from Nestlé and from all products
examined from the third largest manufacturer
Post (Kraft).
Spain: www.kelloggs.es
The details generally took the form that is required in
some countries and voluntary in others, which includes
sugars, saturated fats and salt, as well as energy, protein
and dietary fibre.
We believe that the best practice is to include all these
components, and urge manufacturers to maintain this
level of nutrition declaration.
There were inconsistencies in the form of the nutrition
declarations that were confusing to consumers. The
details were given according to a standard weight, but in
28
Marketing tactics
some cases the weight was based on serving size
information which differed between different products
and between different countries (Table 8).
Information was often given on the nutritional value
‘with added milk’. This practice is misleading if products
are not routinely consumed with milk, and also may imply
a spurious additional nutritional benefit from consuming
the product when the benefit is derived from the milk
and not the product.
Generally the milk added was described as semi-skimmed
or half-fat, but this was not always the case.
We believe manufacturers are likely to mislead by
including details with arbitrary quantities of milk, and
milk of different qualities, and urge them to avoid this
practice. We believe that the best practice is to provide
details per standard amount in the form as sold – such as
per 100 grams of dry product – so that different varieties
can be quickly and easily compared.
The quantity of added milk was inconsistent between
products and between countries.
Table 8:
Variation in the provision of nutrition information on side or rear of box
How the 13 varieties showed different portion sizes, added milk and type of milk, when declaring nutrient values.
Country
Portion sizes
Added milk amounts
Added milk types
Belgium
30g, 35g, 40g
125ml
Half-fat
Denmark
30g, 35g
125ml
Half-fat
Italy
30g
125ml
Fat-free, Half-fat, Full-fat
UK, Spain
30g
125ml
Half-fat
Australia
30g
125ml
Full-fat
Fiji Islands
30g, 31g, 35g
125ml, 1/2cup
Not given
Hong Kong
30g, 33g, 35g, 40g
125ml, 200ml, 1/2cup
Fat-free, Fortified fat-free, ‘milk’,
fortified milk
India
30g, 40g
100ml, 120ml, 150ml
Fat-free
USA
26g – 59g
Not given
Fat-free
Front-of-pack signalling
All major cereal manufacturers appear to have collaborated to use the ‘GDA’ signalling system that indicates the
amounts of nutrients provided in a single portion as a
percentage of a guideline daily amount (GDA).
There are several problems with this approach including
the choice of GDA (some products used GDAs for adults,
some used GDAs for children, some invented new GDAs
– see Table 9, page 30).
There were, however, considerable inconsistencies. For
example, in some countries the energy GDAs were given
in kilocalories, and in others in kilojoules.
The number and order of presentation of the signals was
inconsistent between countries, with products marketed
in Europe generally printing five signals – and these were
sometimes in the order: energy, sugar, fat, saturated fat,
salt, and sometimes as: energy, fat, saturated fat, salt,
sugar, even from the same company in the same country.
In addition, because of varying portion sizes used for
GDA signals, it may not be easy to compare different
products side by side. There is some standardisation, with
many companies proposing to use 30g as a standard
serving (despite evidence that the majority of consumers
take larger portions).
Markteting tactics
29
Besides this problem, manufacturers were often adding
further non-standard signals for components such as
whole grains, fibre and various vitamins. Non-standard
additional GDAs were apparent in many countries, with
inconsistent patterns, with one box (in Fiji) showing a
total of 12 GDA signals.
In the USA there were generally four GDA signals, usually
in the order: energy, fat, salt, sugar – but the sugar GDA
percentage value was missing as there is no agreement
on what the recommended amount should be.
Missing GDA information
Manufacturers prefer to use adult figures,
as the percentage contribution of the
product is lower, implying that more
can be eaten in the daily diet.
We believe this approach is better for consumers and
provides a quicker and simpler method for making healthy
choices while shopping. We urge cereal manufacturers to
adopt the traffic light format for their products.
Lastly, we considered the reference values being used by
companies for these products. Many of these products
are specifically marketed towards younger children,
whose energy needs are lower than those for older
adolescents and adults. It is generally accepted that
children under age 6 need an average of 1400-1550 kcal
per day, and aged under 10 some 1800 kcal per day.
Manufacturers prefer to use adult figures, as the
percentage contribution of the product is lower, implying
that more can be eaten in the daily diet. Adult salt, sugar
and fat levels are higher, so again the percentage
contribution of the cereal appears lower. We found
variation and inconsistency across different countries.
No guidance on sugar intakes with US GDA signals on
this pack of Kellogg’s Frosted Flakes sold in the US
Table 9:
There is concern that some shoppers may misinterpret
the GDAs for sugar and salt as being recommended
amounts that should be consumed in a day rather than
amounts that should not be exceeded and should
preferably be avoided. Furthermore, not all purchasers
are sufficiently numerate to make use of the information
– one study suggests that 40% of adults in the UK
would find it hard to interpret the percentages given on
the GDA signals.
In contrast the UK Food Standards Agency is promoting
the use of a ‘traffic light’ signalling scheme, which
provides red, amber and green signals for fat, saturated
fat, sugar and salt according to the percentage in the dry
product. This scheme has been adopted voluntarily by
several manufacturers in the UK, including some retailers
with their ‘own label’ cereal products, and also by one
retailer in Belgium.
30
Reference for signals schemes used on products
sold for children
Reference bases for consumer information showed
inconsistencies between countries
GDA reference
Spain
Adult (2000 kcal), adult (1900 kcal) or
no signals
Belgium
Adult (2000 kcal), adult (1900 kcal),
traffic light or no signals
Denmark, Switzerland, Adult (2000 kcal) or no signals
India, Brazil and others
UK
Adult (2000kcal), child (1800kcal),
traffic light or no signals.
Hong Kong
Adult (2000kcal), child (1800kcal) or
no signals.
USA
Adult (2000 kcal), ‘Sensible solution’
or no signals.
Marketing tactics
What the companies say
The international breakfast cereals market is dominated
by two multinational companies Kellogg’s and Nestlé. As
prominent companies within the food industry both
Kellogg’s and Nestlé’s marketing practices have been
under considerable scrutiny in recent years. In response
Kellogg’s and Nestlé, sometimes as part of the wider food
and non-alcoholic beverages industries, have made a
number of announcements and commitments.
In May 2008 Kellogg’s and Nestlé were co-signatories to
a letter sent to Dr Margaret Chan, Director General of the
WHO.11 The following section covers their commitments
in terms of marketing to children.
“The food and beverage industry, with the
support of bodies like the World Federation of
Advertisers, is making significant progress in both
expanding and strengthening advertising selfregulatory processes globally. This process is
designed to ensure codes of conduct are properly
monitored, policed and enforced in a manner
which reflects the best practice model agreed
upon with consumer and public health groups as
part of the EU Advertising Roundtable.
Additionally, the food and beverage industry
strengthened its commitment to responsible
advertising through the adoption in 2004 of the
International Chamber of Commerce (ICC)
Framework for Responsible Food and NonAlcoholic Beverage Advertising. This Framework
was most recently updated in 2006 to cover all
forms of marketing communications, including the
digital media. These code provisions are currently
being formally integrated into national selfregulatory codes worldwide.
Furthermore, a number of companies are
supporting participants in voluntary “Pledges” in,
What the companies say
for example, the EU, US and Canada, which are
independently monitored and reported on, to
change the types of foods and beverages
advertised to children.
We recognise however that, where it is not
already the case, we should apply our individual
marketing and advertising commitments on a
global basis. This year, we therefore intend to
finalize and announce plans and timetables to
achieve this, together with appropriate
independent mechanisms to monitor their
delivery.
In our discussions, we will take into account the
need to involve as many companies as possible to
ensure the application of such commitments is
made more widespread throughout the industry.
We will continue to seek input from WHO
stakeholders throughout this process and will
keep you informed of our progress.”
Both companies have also adopted company policies and
made commitments as part of a series of national or
regional ‘pledges.’12
Kellogg’ s
(taken from Kellogg’s Marketing to Children Practices
Fact Sheet13)
“Kellogg is changing what and how the Company markets
to children under 12. Kellogg will apply science-based
Kellogg Global Nutrient Criteria (Nutrient Criteria) to all
products currently marketed to children around the world.
Products that don’t meet the Nutrient Criteria will either be
reformulated or will no longer be marketed to children
under 12 by the end of 2008. Kellogg will continue its
practice of not advertising to children under 6.
31
The Nutrient Criteria are standards based on a broad
review of scientific reports. Specifically, the Nutrient
Criteria set an upper threshold per serving of ≤ 200
calories, ≤ 2 grams of saturated fat, labeled 0 grams of
trans fat, ≤ 230 milligrams of sodium and labeled 12
grams of sugar. The percentages are based on a typical
2,000 calorie daily diet.
Wherever possible, and subject to our existing contractual
obligations, implementation of Kellogg commitments will
begin immediately. Full implementation of all
commitments will be completed by the end of 2008.
Product Impact
Almost 50 percent of current formulations of Kellogg
products currently marketed to children worldwide do
not meet the Criteria and will either be reformulated to
meet the Nutrient Criteria or will no longer be marketed
to children under 12.
Examples of Kellogg foods in the U.S. that do not meet
the Nutrient Criteria include current versions of
Kellogg’s® Pop-Tarts, Kellogg’s® Froot Loops and
Kellogg’s® Apple Jacks.
Commitment to Responsible Marketing
Kellogg follows existing internal Worldwide Marketing
and Communication Guidelines, which reflect the
company’s commitment to fair and responsible
advertising and govern the global marketing efforts to
consumers, including children. The actions Kellogg
Company is taking build on these Marketing Guidelines,
which already include principles such as:
• No advertising to children under 6
• Promoting appropriate levels of consumption
toys and games directed to children under 12 only if
the product meets the Nutrient Criteria.
• Not advertising to children in elementary and preschool
settings.
The Nutrient Criteria-based marketing initiative is
consistent with our 100-year heritage. It further
strengthens our commitment to helping consumers make
informed food choices and sets a new standard of
responsibility.
Kellogg Company actively funds and partners with
organizations, health agencies and governments around
the world to communicate the importance of a balanced
diet and physical activity.
The Nutrient Criteria will also guide targeted future
innovation and product development. Over time, Kellogg
Company will work toward providing consumers even
more product choices with enhanced nutritional value, as
well as continuing to emphasize nutrition and healthy
lifestyles in its marketing to children.
Kellogg is a founding member of the Children’s Food and
Beverage Advertising Initiative in the U.S. and the
Advertising Standards of Canada and Concerned
Children's Advertisers in Canada. Many of the
commitments above will also be expressed as part of
those programs.”
Nestle
´
This information is available on Nestle’s website14.
“Responsible advertising to children has always been part
of Nestlé's Consumer Communication Principles.
• Portraying safe activity, exercise
Now Kellogg is enhancing the Guidelines to reflect its
new commitments, including:
• Advertising on TV, print, radio and third-party Internet
media directed primarily to children under 12 only
products that meet the Nutrient Criteria.
• Making content changes on all child-directed Web
sites, including session time limits, limits on interactive
games/activities based on the Nutrient Criteria and
incorporating healthy lifestyle messaging.
• Limiting licensed character use in ads, Web sites, food
forms and on front-of-pack for foods that do not meet
the Nutrient Criteria.
• No product placement in any medium designed to
appeal to children under 12.
• Using celebrity spokespersons, viral marketing, branded
32
They are aimed at encouraging moderation, healthy
dietary habits and physical activity without undermining
the authority of parents or creating unrealistic
expectations of popularity or success. They also ensure
that we do not create difficulty in distinguishing real from
imaginary or create a sense of urgency.
In light of the rising concerns about child obesity, Nestlé
strengthened its Principles in July 2007 by adding two
important provisions:
• no advertising or marketing activity is to be directed at
children under 6 years
• advertising for children from 6 to 12 years must be
restricted to products with a nutritional profile that
helps children achieve a healthy balanced diet,
including clear limits for such ingredients as sugar, salt
and fat.
What the companies say
These will be fully implemented in all countries by the
end of 2008 and subject to monitoring.
The Consumer Communications Principles are required
reference points for all marketing staff and advertising
agencies globally, and must be used when developing our
consumer communication. All marketing campaigns are
reviewed and are checked through an internal monitoring
process in each market to ensure compliance with the
Principles.
What the companies say
Additionally, Nestlé participates in industry initiatives
aimed at furthering responsible advertising. These include
the pledges discussed below and a Europe-wide initiative,
started in 2005, which assesses companies’ compliance
with industry-wide Codes of Conduct for Food and
Beverages Marketing Communications. This has provided
a useful tool for Nestlé to receive feedback on its
advertising and maintain high standards of compliance.”
33
Conclusions and
recommendations
CI believes that many parents will be shocked by the
results of this survey given the healthy image that
breakfast cereals have long held – and rightly so. In
countries around the world breakfast cereals that are
heavily promoted to children contain levels of added
sugar and salt that are shockingly high.
Serving sizes varied and often underestimated how much
of a product a consumer actually eats. Milk of varying
quantities and types was sometimes included in the
measurement. A percentage of GDA was also used in
some cases, although this has sometimes been criticised
as being difficult for consumers to understand.
This study has revealed that some breakfast cereals
promoted to children contain more sugar than an iced
doughnut. But added sugar is not the only concern; in an
effort to reduce added sugar, companies have added
unacceptable levels of salt. Some products were found to
be a salty as seawater.
CI expects all food companies to provide clear nutritional
labelling on packaging, such as high, medium and low
colour coded criteria per 100g.
Claims that high sugar or salt levels are in some way a
response to ‘cultural tastes’ have also been disproved by
this report. The study showed no pattern where by only
high sugar or high salt products were sold in particular
countries. Consumers in countries that had varieties with
some of the highest sugar levels were also purchasing
products with much lower levels; this demonstrates that
there appears to be no cultural reason to prevent the
introduction and promotion of healthier cereals for
children.
Despite the unhealthy nature of these products Kellogg’s
and Nestlé are using a wide range of marketing
techniques to make them as attractive as possible to
children. From the cartoon characters, celebrities and film
tie-ins on the packaging to the TV adverts and websites
the companies are using every trick in the book. Some
marketing also seeks to reassure parents by extolling the
nutritional virtues of the product or portraying images of
happy family life.
Kellogg’s and Nestlé were even found wanting in the
nutritional labelling that they provide on their packages.
34
The food industry’ s response
There is no doubt that increased consumer concern, and
pressure for regulatory action, is beginning to influence
the industry, but the response is woefully slow and halfhearted. Only in the last 18 months have some
companies in the industry announced pledges to reduce
the marketing of certain products to children. But even
these companies will not implement these pledges
globally until 2009.
The commitments themselves also fall short of what is
required. The companies involved are only committing
themselves to reduce marketing to children under 12.
Teenagers who are in many ways more susceptible to
advertising pressure and who are still forming opinions
about what constitutes an appropriate diet will still be
exposed to marketing pressures. The pledges also make
no commitments in relation to the use of companies’
own brand cartoon characters. This is particularly relevant
for breakfast cereal manufacturers Kellogg’s and Nestlé. It
appears that Tony the Tiger and Coco the Monkey will
continue to appear on Frosties and Coco Pops packets
despite their obvious appeal to children under 12. This
makes a mockery of any commitment to stop marketing
to children.
Conclusions and recommendations
Finally these commitments only relate to the companies
that have signed up to them. Whilst some large
companies are involved, many others are not. If these
multinationals are genuinely committed to stopping the
marketing of food high in fat, sugar and salt to children
they should support regulatory action that will apply to
the whole industry.
The need for government action
There are two clear arguments for governments to take
action against the marketing of unhealthy food to
children.
Positive messages about a healthy diet
will always be competing against the
multi-billion dollar advertising
budget of the food industry.
Governments have a duty to protect
vulnerable consumers.
An international code will also provide a clear benchmark
by which to judge companies’ marketing practices.
The Recommendations for an international code
prepared by CI and the IOTF provide a model framework
on how this can work. It would provide protection from
advertising of products high in fat, sugar and/or salt for
children up to 16 years old and would include:
• A ban on radio or TV adverts promoting unhealthy
food between 06.00 and 21.00.
• No marketing of unhealthy food to children using new
media (such as websites, social networking sites and
text messaging).
• No promotion of unhealthy food in schools.
• No inclusion of free gifts, toys or collectible items,
which appeal to children to promote unhealthy foods.
First governments have a duty to protect vulnerable
consumers. Currently food companies are encouraging
children to eat unhealthy foods that are high in fat, sugar
and salt. The long-term consequences for them as
individuals could be the development of unhealthy eating
habits and the development of non-communicable
diseases such as diabetes, heart disease and some
cancers. The marketing techniques used by Kellogg’s and
Nestlé, as well as others in the food industry, are multiple
and often sophisticated and children are not easily able to
defend themselves against them.
Governments should also look to the long-term health of
their populations. The obesity pandemic is a serious
threat to the health of their citizens and to the national
health budget. Whilst tackling the pandemic requires a
strategy involving several elements, one of these should
be stopping the marketing of unhealthy food to children.
Without action in this area, positive messages about a
healthy diet will always be competing against the multibillion dollar advertising budget of the food industry.
• No use of celebrities, cartoon characters, competitions
or free gifts to market unhealthy food.
Recommendations
CI believes that all children up to the age of 16 years old
should be protected from marketing of unhealthy food
and drink through a global standard based on the
Recommendations prepared by CI and the IOTF.
In particular, the following marketing techniques should
not be allowed to promote food high in fat, sugar and/or
salt:
1. Advertising or promotion that directly appeals to
children, including the:
• Use of celebrities
• Use of cartoon characters, including brand owned and
licensed
• Inclusion of free gifts, toys or collectible items
• Inclusion of competitions, vouchers or games
The need for an international code
• Shape or novelty value of the food or food packaging
The evidence from this report further highlights the need
for an international code on the marketing of food to
children. National governments need support and
guidance from the WHO in responding to what is now
widely recognised as an urgent health issue.
2. Advertising or promotion in places children visit
frequently, which includes:
Conclusions and recommendations
• Nurseries, pre-school centres, schools and school
grounds
35
• Children’s clubs, centres, playgrounds and sports halls
National governments
• Family and child clinics and paediatric services
• To give their support to the development of an
international code on the marketing of food to
children.
3. Advertising that targets parents or carers:
• No indirect advertising to parents or other adults caring
for children such as other family members, child carers,
teachers, health workers. This includes suggesting that
a parent or adult who purchases such a food or
beverage for a child is a better, more intelligent or a
more generous parent or adult than one who does not
do so, or that their child when fed these products will
be more intelligent and gifted.
Consumers International calls on:
The World Health Organization
• To develop an international code to restrict the
marketing of food to children based on the CI/IOTF
Code.
• To implement national legislation based on the
international Code to restrict the marketing of food to
children.
• To monitor misleading labelling and implement a
mandatory, coherent and transparent labelling system
such as the traffic light system.
Multinational food and beverage companies
• To voluntarily comply with all the provisions in the CI
Code.
• To adopt a consistent global approach and ensure that
all internal policies on advertising and nutrition are
implemented to the same standard in all countries.
• To use their creativity and breadth of marketing
techniques to encourage children to make healthy food
choices.
• Report on and monitor compliance with the
international Code.
36
Conclusions and recommendations
Endnotes
1
Some Nestlé products were produced by Cereal Partners, a joint venture between Nestlé and General Mills.
2
The CI and IOTF Recommendations for an International Code on Marketing of Foods and Non-Alcoholic Beverages
to Children is available to download at www.junkfoodgeneration.org
3
Crain Communications. 1st Century Global Marketers. Part 1 Global Ad Spending by Marketer. Ad Age, November
2007. http://adage.com/datacenter
4
World Health Organization. Global strategy on diet, physical activity and health. GSDPAH, 46(3), WHA 2004 A57/9.
World Health Assembly, Geneva, May 2004.
5
Ibid, Para 40 (3)
6
UK Food Standards Agency. Front-of-pack Traffic light signpost labelling. Technical Guidance, Issue 2, November
2007. http://www.food.gov.uk/multimedia/pdfs/frontofpackguidance2.pdf
7
Product data from United States Department of Agriculture, Agriculture Research Service
(http://www.nal.usda.gov/fnic/foodcomp/search/) and leading brands sold in UK supermarkets
(http://www.mysupermarket.co.uk/), both accessed September 2008.
8
The all-salt content of seawater is about 3.5%, however this figure incorporates a number of different salts. To find
the percentage of sodium chloride (or table salt, the sort of salt we have in food) it is necessary to look at the level
of sodium in seawater. Sodium is approximately 1% of seawater, which is equivalent to 2.5% sodium chloride.
http://www.physicalgeography.net/fundamentals/8p.html
9
See endnote 7.
10
http://www.kelloggs.ie/whatson/swimming/free-swim.aspx
11
http://www.nestle.com/Resource.axd?Id=AB07212C-14E2-4945-AFF4-7B1B1D0569AE
12
For example the Canadian pledge, the EU pledge, the Thai pledge and the US pledge.
13
http://www.kelloggcompany.com/commitments.aspx?id=713
14
http://www.nestle.com/SharedValueCSR/ProductsAndConsumers/MarketingandCommunications/
MarketingAndAdvertising.htm
Endnotes
37
Also from the Junk Food Generation Campaign:
The Junk Food Trap - Marketing unhealthy food to children in Asia Pacific
The Junk Food Trap, a new report by Consumers International, reveals the lengths
international brands such as Coca-Cola, Kellogg's, KFC, McDonald's, PepsiCo and Nestlé
go to when marketing unhealthy food to children in Asia Pacific.
Available to download at www.consumersinternational.org
Consumers International
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London N5 1RX, UK
email: consint@consint.org
www.consumersinternational.org
Find out more about Consumers International’s
campaign by visiting www.junkfoodgeneration.org