Marketing Responsibly

Marketing Responsibly

Kellogg is a signatory to 21 global, regional and national responsible marketing pledges including:

  • International Food and Beverage Alliance and Consumer Goods Forum global pledges;

  • European Union and Gulf Cooperation Council regional pledges; and,

  • National pledges in Australia, Belgium, Brazil, Canada, Colombia, India, Malaysia, Mexico, Philippines, Portugal, Russia, Saudi Arabia, Singapore, South Africa, Switzerland, Thailand and the U.S.

Our commitments are outlined in our Worldwide Marketing and Communications Guidelines that also include the Kellogg Global Nutrient Criteria.

Kellogg was the first company to put nutrition information on its cereal packages in the 1930s. This transparent approach and our belief that more information about our foods is good for people’s overall wellbeing continues today. In 2018 we announced plans to adopt “traffic light” labeling on just under 80 percent of our cereal packages in the U.K. and Ireland. The decision to introduce the new labeling approach was based on feedback from a survey of consumers who said they want food companies to help them make healthy decisions.



Ensuring that we increase the accurate portrayal of women and girls in advertising and media is an important part of our diversity and inclusion and U.N. SDG #5 – Gender Equality priorities. In the U.S., we are a member of the Association of National Advertisers (ANA) Alliance for Family Entertainment #SeeHer movement. As participants, our advertising and other marketing work is evaluated against a Gender Equity Measure (GEM) that determines how prominently we feature women. 





Open for Breakfast

Consumers have more questions about food than ever before. They want to know what goes into our food, how we grow and source our ingredients, and what we’re doing to give back to communities. And we want to have these conversations. That’s why we host Open for Breakfast, our consumer transparency website, where we have led an ongoing dialogue with consumers since 2015. With online communities in the U.S., Australia/New Zealand and Latin America, Open for Breakfast reaches tens of millions of consumers globally.

Through this program, we receive and answer thousands of questions every year. We have also created interactive tools including a U.S. GMO Lookup tool so that people can quickly determine which of our foods have and don’t have these ingredients, and our Sustainability Map that features the details on more than 40 different sustainability programs that we support all around the world.

People can visit any of our Open for Breakfast sites, post a question and we’ll answer. Also, in each of our regions, people can ask questions via Twitter and Facebook, or contact our Consumer Affairs teams.


Transforming global food systems

In its January 2019 report, Our Food in the Anthropocene: Healthy Diets from Sustainable Food Systems, the EAT Forum-Lancet Commission spelled out the first global science-based targets for healthy diets and sustainable food production needed to achieve the goal of healthy people and a healthy planet.

As a member of the World Business Council for Sustainable Development (WBCSD), Kellogg is engaged in dialogue with businesses across the food value chain to better understand the recommendations within the EAT-Lancet report and to collectively develop science-based targets that reflect regional and cultural preferences. This work is being done through FReSH (Food System Reform for Sustainability and Health), a collaboration of WBCSD and EAT, of which Kellogg is a founding member.