BATTLE CREEK, Michigan: Breakfast cereal giant, the Kellogg Company, has bowed to consumer group pressure - and the threat of a $1 billion (€741m; £502m) lawsuit - and has agreed to modify its marketing to youngsters.

The Center for Science in the Public Interest and the Campaign for Commercial-Free Kids both rattled legal sabers early last year, accusing the maker of the iconic Corn Flakes brand of unfair and deceptive practices in marketing food of poor nutritional quality to children.

Since which time Kellogg has been in negotiation with the groups and joined the Children's Food and Advertising Initiative of the National Advertising Review Council, agreeing to devote 50% of its advertising messages to under twelves to promoting healthier foods or lifestyles.

In addition, the company agrees to limit the use of licensed characters in its ads. It is also obliged to draft a public pledge on how it will implement the agreed changes.

Kellogg remains zip-lipped on its discussions with the consumer lobbyists, save to say it believes the talks to be "productive".

Data sourced from; additional content by WARC staff