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Post Foods Joins BBB Self Regulation Initiative on Child-Directed Food Advertising

10/1/2009

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Post Foods commits to only advertise products that meet nutritional criteria to children under 12 

Arlington, VA – October 1, 2009 – The Council of Better Business Bureaus today announced that Post Foods, LLC has become a participant in the Children’s Food and Beverage Advertising Initiative. Continuing its longstanding commitment to responsible advertising, Post has publicly pledged that all of its TV, print, radio and Internet advertising directed primarily to children under 12 will be for products that meet nutritional guidelines. In addition, Post will not target any advertising to children younger than 6 years old regardless of the product’s nutritional profile.

As the newest participant in BBB’s Children’s Food and Beverage Advertising Initiative, Post Foods joins 15 other leading food and beverage companies. Participants commit to advertise only better-for-you products in media primarily directed to children under 12 or not to engage in any child-directed advertising.  Post Foods is owned by Ralcorp Holdings, Inc., and produces iconic brands including Pebbles, Honey-Comb, Alpha-Bits, Honey Bunches of Oats, Grape-Nuts, and Shredded Wheat.

“For over 100 years, millions of children have started their day with a bowl of Post cereal and we are extremely pleased to announce the addition of Post Foods as a participant in the Initiative,” said Elaine D. Kolish, BBB vice president and director of the Initiative. “By promoting healthier breakfast options to kids, Post Foods continues to demonstrate its dedication to helping children, and their parents, start their day off on the right foot.”

“Post Foods is pleased to announce its participation in the Children’s Food and Beverage Advertising Initiative and affirm our commitment to healthier food choices,” said Bart Adlam, Vice President, Marketing, Post Foods.  “We are committed to providing nourishing foods to all our consumers, and recognize the importance of responsible advertising to children to encourage healthy living.”

Post Food’s nutritional guidelines are based on input from internal nutrition and health experts, as well as dietitians, nutritionists, and the USDA Dietary Guidelines for Americans. 

Post Foods has pledged that any cereals advertised to children under 12 will meet the following nutritional guidelines:
• Calories per serving may not exceed 200;
• Fat per serving may not exceed 3g, saturated fat may not exceed 1g, and trans fats may not exceed 0g;
• Sodium per serving may not exceed 230 mg; and
• Sugars may not exceed 12g.

In addition, Post has instituted positive nutrient requirements. Any product advertised to children under 12 must meet at least one of the following requirements:
• Provide 10 percent or more of the recommended daily intake of fiber;
• Provide 8 or more grams of whole grain; and/or
• Provide a Good Source of at least 6 essential vitamins or minerals.

Finally, as required for all participants in the Initiative, Post Foods will:
• Restrict the use of third-party licensed characters in advertising primarily directed to children under 12 to products meeting its nutrition criteria;
• Refrain from advertising its food and beverages in elementary schools;
• Not pay for, or seek out, product placement in the program/editorial content of any media primarily directed to children under 12; and,
• Limit the use of food and beverages shown in interactive games primarily directed to children under 12 to products that meet its nutrition criteria.

To view participant pledges and read the Initiative’s 2008 progress report visit http://www.bbb.org/us/children-food-beverage-advertising-initiative.

For more information on BBB’s Children’s Food and Beverage Advertising Initiative or to schedule an interview with the Director, Elaine Kolish, contact Alison Southwick at 703-247-9376.  For more information on Post Foods, please contact Scott Monette at 314-877-7113.

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.; Cadbury Adams USA LLC; 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, Inc.; McDonald’s USA, LLC; Nestlé USA; PepsiCo, Inc.; Post Foods, LLC; and Unilever United States. For more information about the Children’s Food and Beverage Advertising Initiative and to view the pledges of the participants visit: http://www.bbb.org/us/children-food-beverage-advertising-initiative.  

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