Kelloggs Press Release For New GDA Displays

Attention Shoppers: Nutrition’s Got a Brand New Look

Kellogg Company introduces new front-of-pack Guideline Daily Amounts feature, helping consumers to make informed choices at a glance

BATTLE CREEK, Mich., Sept. 18 /PRNewswire-FirstCall/ – Consumers will find it fast and easy to make informed ready-to-eat cereal selections for themselves and their families when Guideline Daily Amounts from the Nutrition Facts Panel begin appearing on the front of Kellogg’s® brand ready-to-eat cereals in the United States beginning this September.

In June, Kellogg committed to unveiling the innovative Nutrition at a Glance™ feature in the United States, along with a promise to change the way it markets food to children.

“For more than 100 years, Kellogg has been committed to helping consumers make informed food choices. Guideline Daily Amounts on Kellogg’s® ready-to- eat cereals will do just that,” said Jennifer Garrett, Ph.D., Kellogg Company director of nutrition marketing. “Research indicates consumers are seeking fast and simple ways to make nutrition-based decisions, and GDAs displayed on the front of package allow them to do so quickly.”

The new GDA feature will appear as a colorful and easy-to-use Nutrition at a Glance™ banner on the box top or upper, right-hand corner of Kellogg’s® ready-to-eat cereal boxes. Four key nutrients will be displayed on every box of Kellogg’s® ready-to-eat cereals: calories, fat, sodium and total grams of sugar. Additionally, up to two nutrients Americans need more of as identified by the National Health and Nutrition Examination Survey (NHANES)(1), including fiber, calcium, potassium, magnesium, and vitamins A, C and E will be displayed. All GDA information is based on a 2,000 calorie daily diet.

“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,” added Garrett.

Why Guideline Daily Amounts?

GDAs are not new recommendations or standards for healthy eating — instead, they provide a quick snapshot of how a food fits into a consumer’s daily diet and complement the Nutrition Facts Panel. Kellogg first pioneered the use of GDAs in Europe and Australia, where the labeling approach has been well-received and adopted by the industry.

Research(2) shows that time-pressed consumers want to streamline the shopping process. Consumers want quicker ways to make informed nutrition choices for themselves and their families.

“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 Carolyn O’Neil, registered dietitian and co-author of The Dish on Eating Healthy and Being Fabulous! “As a dietitian and a mom, I’m happy to see important information about calorie, fat, sodium and sugar content available at a glance so I can easily identify the products that provide ‘a little’ or ‘a lot’ of a given nutrient.”

How to Use Guideline Daily Amounts

Consumers can use the GDAs on Kellogg’s® ready-to-eat cereals to evaluate nutrients, compare products and select the Kellogg’s® brand cereal that is right for them.

— Evaluating Nutrients – The percentage of nutrients appearing on the
GDA feature helps consumers quickly identify if a serving includes “a
little” or “a lot” of a desired nutrient. Generally, less than five
percent is “a little,” and more than 20 percent is considered “a lot.”
— Making Comparisons – Consumers can use the GDA feature to compare the
nutrients in one Kellogg’s® ready-to-eat cereal to another to make
individual choices.
— Selecting Products – Consumers can use GDAs to help select products
that help meet their nutrition goals.

For more information on GDAs, consumers can click on http://www.kelloggsnutrition.com/.

About Kellogg Company

With 2006 sales of almost $11 billion, Kellogg Company (NYSE: K) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, Plantation, Ready Crust and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg’s Web site at http://www.kelloggcompany.com/.

(1) National Health and Nutrition Examination Survey (NHANES) is a
government study that examines what Americans eat and how it compares
to recommended intake.
(2) A March 2007 presentation during the U.S. Consumers Perception and
Use of Nutrition and Health Information on Food Labels confirms
consumers’ preference to see key nutrition information moved to the
front of packaging. Consumer research conducted in 2005 by the
International Food Information Council shows that consumers would use
labels more often if they were easier to interpret, less complicated
and had larger print.

SOURCE: Kellogg Company