Helping to address childhood obesity by improving access to affordable nutrition, encouraging wellbeing and physical activity
W.K. Kellogg set the tone for our company’s continued commitment to protecting and promoting consumer confidence when he put his name on every product as a personal assurance of quality. We continue this dedication to responsibly market and communicate the intrinsic quality of our brands so consumers can make informed choices.
Kellogg was one of the first companies to put nutrition information on its cereal packages in the 1930s. This belief that more information about our foods is good for people’s overall wellbeing continues today. In 2020, Kellogg made further significant progress when we introduced the Kellogg Childhood Wellbeing Promise and revised our Kellogg Worldwide Marketing and Communication Guidelines (KWWMCG).
Childhood obesity is one of the great public health challenges of our times. Science tells us that a more holistic approach to children’s health and wellbeing focused on eating patterns, social connectivity and improved food security may result in better outcomes. To help achieve these goals, we developed the Childhood Wellbeing Promise to positively affect the wellbeing of children and families. Rolling out first in the U.S., it focuses on two key pillars: 1) improving access to nourishing, affordable and sustainable foods and 2) motivating kids to embrace wellbeing and physical activity.
In the U.S., some of the ways we are improving access to food include evolving our portfolio of foods most visible to kids to enable positive eating habits, delivering shortfall nutrients like fiber and vitamin D, and driving the intake of whole grains, fruits and vegetables. We’ve also strengthened our internal standards for foods marketed to children ages 6 to 12. These are detailed in the Kellogg Worldwide Marketing and Communications Guidelines (KWWMCG). Kellogg does not market to children under 6.
We also are encouraging wellbeing and physical activity through a variety of marketing channels. This includes leveraging our beloved brands and characters by building on programs like Mission Tiger and Rice Krispies Treats “Love Notes,” as well as launching new initiatives.
The Childhood Wellbeing Promise was developed in consultation with external key nutrition, health and wellbeing influencers. We will continue to work with partners and other stakeholders, and monitor our progress annually.
In addition to our own Childhood Wellbeing Promise and KWWMCG, Kellogg also supports industry self-regulatory programs at global, regional and national levels. We are a signatory to, and publicly report our compliance with, 21 responsible marketing pledges including:
- International Food and Beverage Alliance (IFBA) and Consumer Goods Forum (CGF) global pledges.
- European Union (EU) and Gulf Cooperation Council regional pledges.
- National pledges in Australia, Belgium, Brazil, Canada, Colombia, India, Malaysia, Mexico, Philippines, Portugal, Russia, Saudi Arabia, Singapore, South Africa, Switzerland, Thailand and the United States.
Kellogg also applies the International Chamber of Commerce (ICC) Code of Advertising and Marketing Communication Practice, the ICC Framework for Responsible Food and Beverage Marketing Communications, and Kellogg Advertising Brand Safety Guidelines.
We annually monitor and report compliance with our KWWMCG as part of our participation in these programs, which is verified by independent, third-party auditors. We review these results and work with our marketing and media teams to address any incidences of noncompliance and implement the appropriate corrective action to prevent future issues. This third-party data shows a high rate of compliance.
- In 2019, in the EU, we achieved 100% compliance for TV based on a review conducted by Accenture in France, Germany, Hungary, Italy, Portugal and Spain. We also achieved 100% compliance for digital and influencer marketing based on monitoring conducted by local self-regulatory organizations in Czechia, France, Germany, Greece, Italy, the Netherlands, Spain and Sweden.
- In 2017, in other globally representative markets of Colombia, India, New Zealand, the Philippines and South Africa, we achieved 100% compliance with our TV and print advertising. We also achieved 98% compliance with our digital advertising as verified by Accenture and the local self-regulatory advertising organizations.
- In 2020, Kellogg Company identified one violation of our CFBAI Pledge. In Q4 2020, a third-party media vendor errantly ran child-directed Kellogg branded advertisements during programming developed for children under 6, in violation of our pledge to not market any products to children under 6. The cause of the issue was determined to be the media vendor’s failure to accurately apply Kellogg content targeting parameters. We worked with the vendor to implement procedures to help ensure that this error is not repeated.
Responsibly marketing our foods has been and will continue to be a cornerstone practice of Kellogg.