Kellogg's spokesperson Kara Cahill said: “The draft has been in development for some time and the industry has been eagerly anticipating its release. The published regulations are currently in the draft phase and Kellogg's, along with other industry players, have three months in which to comment. What is encouraging is that the industry has already been taking proactive steps to promote healthier food choices.
“The Kellogg Company released the Kellogg Global Nutrition Criteria (KGNC) in June 2007, which state that Kellogg products which do not meet the stipulated threshold will not be advertised to children under 12 years of age by the end of 2008. Currently all Kellogg's South Africa's Kids Cereals are compliant with the KGNC guidelines. In addition, a global consumer education programme is being rolled out, in the form of Guideline Daily Allowances (GDA's).
“The Kellogg Company actively promotes a healthy lifestyle based on informed food choices coupled with moderate physical activity and will continue to educate consumers on the benefits of breakfast going forward,” said Cahill.
Cahill allayed fears, as alleged in certain newspapers, that Snap, Crackle & Pop – characters known for the popping sound of Rice Krispies – would disappear from the South African shelves as a result of the new regulations. “Rice Krispies fall within the essential foods as defined by the draft regulations. In fact, Rice Krispies are still amongst the most loved breakfast foods and provide many of our young customers with the essential dose of micronutrients, vitamins and minerals.”
