Kraft Foods to use Smart Choices program criteria for advertising to children

NORTHFIELD, Ill. Kraft Foods announced plans to become the first company to use the Smart Choices Program nutrition criteria to identify which products it advertises to children ages 6 to 11 in the United States.

"We were the first company to stop advertising products to children that didn't meet specific nutrition criteria," said Triona Schmelter, senior director health and wellness, Kraft Foods North America. "So it is a logical next step to use the Smart Choices Program criteria, which are uniform and consistent across many companies, to help consumers understand our advertising guidelines and make better-for-you product choices. This is part of our continuing efforts to ensure our advertising practices meet consumer expectations."

While the Smart Choices Program requires the transition to be completed within three years, Kraft Foods expects to complete the rollout in advance of the deadline. Some products featuring the new symbol, including Teddy Grahams and Kraft Macaroni & Cheese Crackers, will appear on store shelves in the coming weeks.

As the Smart Choices Program rolls out, Kraft Foods will update its Pledge under the Children's Food and Beverage Advertising Initiative. Kraft Foods was a founding member of this industry-wide initiative, which is aimed at shifting the mix of advertising messaging directed to children under 12 to encourage healthier dietary choices and healthy lifestyles.

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