Guideline daily amounts (GDAs) of the calorie, fat, sodium and sugar content will be displayed in a nutrition facts panel on the front of Kellogg's brand ready-to-eat cereals along with various nutrients in the cereals such as fibre, calcium, potassium and magnesium, the company said. "Research indicated consumers are seeking fast and simple ways to make nutrition-based decisions, and GDA's displayed on the front of package allow them to do so quickly," said Kellogg's director of nutrition marketing, Jennifer Garrett. Kellogg was the first company to introduce the use of GDAs in Europe and Australia, providing consumers with details of how the products can fit in with their daily diet. "The real value of placing guideline daily amounts on front of package to consumers is that they bring key nutrition facts from the side panel to front of pack, making it fast and simple for consumers to make informed diet decisions," said dietician Carolyn O'Neil. This follows Kellogg's claims in July that it will adopt new nutrition standards within its products marketed to children. 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. Kellogg said its nutrition criteria, which "set a new standard of responsibility", will also guide targeted future innovation and product development. The firm's ultimate aim is to provide consumers with "even more product choices with enhanced nutritional value". "Kellogg is encouraging others in the industry to join in this effort to help consumers make fast, simple and informed decisions in the cereal aisles," Garrett added yesterday.