Kellogg strikes back over superhero battle

By Karen Willmer

- Last updated on GMT

Related tags: Kellogg, Advertising

Cereal giant Kellogg's has released a statement in response to the
Which? campaign announced earlier this week that condemned the
use of superheroes in advertising to children..

The campaign by the UK consumer watchdog claims that superheroes are encouraging kids to demand foods that are high in fat, sugar and salt. Kellogg's and McDonalds were flagged as companies that have "made some steps in the right direction, but their policies are limited in scope",​ according to Which?. However, Kellogg's has released a statement supporting the steps it has taken in light of these new pressures on manufacturers. "There have been significant changes in the way we market products with children's appeal in the last three years, in response to consumer's feedback and regulatory changes,"​ the company said this week. "Kellogg's has had in place for several years a global marketing code and a longstanding commitment to advertising to children in a responsible manner." ​Kellogg's claims it has changed its advertising style of Coco the Monkey, and is targeting its adverts more towards mums by focussing more on the product. "The use of Kellogg's unlicensed characters has dramatically decreased as the advertising strategy has changed to communicate more directly with mums. In addition the focus is on the taste and texture of the foods, the characters are used to provide brand recognition for, so the product stands out from competitors." ​ The company also mentioned its recent adoption of nutrition guidelines by which to advertise its products. If products do not meet the nutrition criteria by the end of 2008, the company will no longer market the products to children under 12, Kellogg's claimed. This policy was reinforced in June by the chairman of the House Subcommittee on Telecommunications and the Internet, Edward Markey, who said other companies should follow Kellogg's 'socially responsible' lead in a bid to help address the childhood obesity epidemic.

Related topics: Markets, Kellogg

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