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CFBAI Highlights Significant Progress in Child-Directed Food and Beverage Advertising

5/7/2012

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Products advertised to children are now lower in calories, sugars, sodium and fats; that was some of the progress under self-regulation reported at CDC’s Weight of the Nation conference today by Elaine Kolish, Director of the Children’s Food and Beverage Advertising Initiative (CFBAI) and Vice President at the Council of Better Business Bureaus.

This progress includes significant improvements in products advertised to children by CFBAI participants, which represent the majority of child-directed advertising on TV. Kolish highlighted increases in nutrient components to encourage, such as fruits, vegetables, and whole grains, in CFBAI participants’ products.

On May 7, CFBAI also released a Whole Grains Fact Sheet showing widespread use of whole grains in a variety of CFBAI’s participants’ products consumed throughout the day – which include breads, buns, cereals, crackers, pastas and pizza crusts.

“We are pleased that the CFBAI’s participants are reformulating or developing foods that contain a significant amount of whole grains,” said Kolish. “We expect this positive trend to continue, particularly when CFBAI’s new uniform nutrition criteria go into effect on December 31, 2013. And we hope that their advertising of such products will help children develop a life long love of nutritious whole grains.”

About the Children’s Food and Beverage Advertising Initiative:
The Council of Better Business Bureaus launched the Children’s Food and Beverage Advertising Initiative in November 2006 to shift the mix of advertising messaging directed at children to encourage healthier dietary choices and healthier lifestyles. The 16 participants of the Initiative are Burger King Corp.; Campbell Soup Company; The Coca-Cola Company; ConAgra Foods, Inc.; The Dannon Company; General Mills Inc.; The Hershey Company; Kellogg Company; Kraft Foods Global, Inc.; Mars, Incorporated; McDonald’s USA, LLC; Nestlé USA; PepsiCo, Inc.; Post Foods, LLC; Sara Lee Corporation and Unilever United States. For more information about the Children’s Food and Beverage Advertising Initiative and to view the current pledges of the participants visit: www.bbb.org/kids_food.

About BBB:
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 www.bbb.org. The Council of Better Business Bureaus is the umbrella organization for 116 local, independent BBBs across the United States and Canada, as well as home to its national programs on dispute resolution and industry self-regulation.

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