Kraft Launches Initiative

To Address Child Obesity

By Larissa Lytwyn

In response to rising obesity rates around the world, Kraft Foods, Incorporated recently announced a new series of protocol it plans to establish to further strengthen the alignment of its products and marketing practices with societal needs.

“The rise in obesity is a complex public health challenge of global proportions,” said Betsy D. Holden, co-CEO of Kraft Foods, in a statement released by the company. “Just as obesity has many causes, it can be solved only if all sectors of society do their part to help. Kraft is committed to product choices and marketing practices that will help encourage healthy lifestyles and make it easier to eat and live better.”

To aid in the process, Kraft is forming an international counsel of advisors to help structure its ongoing response to obesity and develop policies for implementation. Initiatives include capping single-serving sizes and establishing the nutritional characteristics of all present and future products.

Kraft also plans to eliminate all in-school marketing, creating locally appropriate criteria to use with the worldwide vending industries to determine the selection of Kraft products sold, and offer guidelines for all advertising and marketing practices, including advertising targeting children, to encourage appropriate eating behaviors and active lifestyles.

In addition, the company is creating a Kraft Diabetic Choices program to provide products and important health and lifestyle information for diabetics and an eight-week healthy lifestyle course slowly being piloted in major US cities. For more information on Kraft products and guidelines, contact Michael Mudd at 847-646-2666 or email mmudd@kraft.com.