Kraft Foods wants to increase the visibility of its more nutritious products among both adults and children.

They intend to introduce a “Sensible Solution” labeling program in the U.S. featuring a prominent on-pack “flag” for food and beverage products that meet specific, “better-for-you” nutrition criteria that Kraft has established for each category of products.

They will also change the products it advertises with kids programming to reflect products that qualify for the flag, while phasing out ads for products that don’t.

Products that will not be advertised so much include Kool-Aid, Oreos, Chips Ahoy!, several Post children’s cereals, and many varieties of Lunchables. Kraft will continue its existing policy of not advertising in media with a principal audience under age six.

“We’re working on ways to encourage both adults and children to eat wisely by selecting more nutritionally balanced diets,” said Lance Friedmann, Kraft’s Senior Vice President, Global Health & Wellness. “We believe that these initiatives are a step in the right direction.”

Among the products in the U.S. that will carry the flag are: Kraft 2% Milk Shredded Reduced Fat cheese, Post Shredded Wheat cereal, Minute Rice Instant whole grain brown rice, Triscuit Original baked whole grain wheat crackers and Crystal Light beverages. Plans are under development for similar programs in other countries, based on regulatory requirements and other local considerations.

“We want to provide a range of options that help people make more informed decisions about the foods and beverages they buy for themselves and their families,” said Friedmann. “With one quick glance at the Sensible Solution flag, it will be easier to identify Kraft products that offer better nutritional choices in their respective product categories.”

Murdok | Breaking eBusiness News
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