Kraft Pledges Online Junk Food Restrictions

19 September 2005

The biggest packaged food company in the US, Kraft, is expanding its policy changes on marketing to children.

It has pledged to promote on its websites only those products which meet its Sensible Solutions nutrition standards. Brands that qualify for the label are those that provide essential nutrients or reduced sugars, calories or fat.

Initially the guidelines, launched at the beginning of the year, extended to marketing to under-twelves on television, radio and in print.

Kraft ceo Roger Deromedi says the company decided to extend its restrictions after studying children's websites.

He says: "Over 90% of [advertising] impressions that kids get of our products is still TV but the internet is more the area of the future. Children spend as lot of time in front of computers."

Corporate affairs evp Mark Berlind says the extension to websites was "natural evolution".

Kraft, part of the Altria Group, claims it is committed to helping tackle the acute problem of obesity among US youngsters. It has been in the vanguard of food companies trying to head off legislative intervention by government, while nutrition and health lobby groups are waiting to see if self-regulation is enough.

Deromedi also launched a 'healthier' cookie at a California summit on health, nutrition and obesity. The new whole grain versions of popular brands Chips Ahoy and are a first among major food companies.

Data sourced from; additional content by WARC staff