Mondelēz International to Participate in Industry Initiative to Promote Healthier Foods to Kids

February 01, 2013

BBB Children’s Food and Beverage Advertising Initiative Reaffirms Company’s Commitment

Arlington, VA (February 1, 2013) – The Council of Better Business Bureaus announces that Mondelēz Global LLC, the U.S. operating company of Mondelēz International, Inc., maker of popular biscuit and confectionery products such as Teddy Grahams, Honey Maid grahams, Trident and Stride, is continuing to participate, following the company’s split from Kraft Foods, in the Children’s Food and Beverage Advertising Initiative (CFBAI). This is a voluntary advertising self-regulation program comprising many of the nation's largest food and beverage companies. The company has pledged that advertising directed primarily to children under 12 in media, including television, radio, print, internet, video and computer games, DVDs, and smart phone apps, will meet CFBAI nutrition criteria.

On October 2012, Mondelēz International, Inc. (formerly known as Kraft Foods Inc.) completed the spin-off and divestiture of its North American grocery business, Kraft Foods Group, Inc. This announcement reaffirms Mondelēz International’s support for and participation in the initiative. Kraft Foods, one of the CFBAI’s founding companies, continues its participation in CFBAI.

“Mondelēz International is a valued participant in our program,” said Elaine D. Kolish, CFBAI Director and Vice President of the Council of Better Business Bureaus, which administers the program. “Parents will be gratified to know that the company, like other responsible food companies, is agreeing to limit what it advertises to children to foods that meet specific limits on sugar, fat, sodium and calories, and that include nutritional components such as whole grains.”

The CFBAI is designed to shift the mix of foods advertised to children under 12 to encourage healthier dietary choices and healthy lifestyles. Since its inception in 2006, hundreds of foods have been improved nutritionally or newly created, and many others are no longer advertised in child-directed media. CFBAI participants’ ads represent about 80 percent of the foods advertised in TV programs directed to children under age 12.


The CFBAI was launched in November 2006 with the goal of shifting the mix of ads directed to children to include healthier products ─ those with fewer calories, less sodium, sugar or fats, and more nutrient dense. The CFBAI’s participants agree to use science-based nutrition standards to govern their advertising primarily directed to children under 12 (“child-directed advertising”) or not to engage in such advertising. The participants represent a substantial majority of child-directed food advertising on TV.

The CFBAI’s 17 participants are: Burger King Corp.; Campbell Soup Company; The Coca-Cola Company; ConAgra Foods, Inc.; The Dannon Company; General Mills Inc.; The Hershey Company; Hillshire Brands (formerly Sara Lee Corp.); Kellogg Company; Kraft Foods Group Inc.; Mars, Incorporated; McDonald’s USA, LLC; Mondelēz Global LLC; Nestlé USA; PepsiCo, Inc.; Post Foods, LLC and Unilever United States. For more information about the CFBAI, visit


For 100 years, Better Business Bureau has been helping consumers find businesses, brands and charities they can trust. In 2011, consumers turned to BBB more than 100 million times for Business Reviews on more than 4 million companies and Charity Reports on 11,000 charities, all available for free at The Council of Better Business Bureaus is the umbrella organization for 114 local, independent BBBs across the United States and Canada, as well as home to its national programs on dispute resolution and industry self-regulation.


Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2012 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit and