Magazine article Marketing

Food Firms Defend GDA Stance

Magazine article Marketing

Food Firms Defend GDA Stance

Article excerpt

Kellogg has hit back at criticism of its latest Rice Krispies advertising in the same week as it was revealed as one of five food companies planning an ad campaign to promote guideline daily amount (GDA) labelling.

Consumer body Which? complained to the Advertising Standards Authority (ASA) that the Rice Krispies ad is misleading because it focuses on the health benefits of rice but fails to mention sugar and salt levels.

'The salt level is so high that Rice Krispies would receive a red light for salt according to the Food Standards Agency's proposed traffic-light labelling scheme,' the organisation said.

Kellogg defended its promotion of Rice Krispies as a healthy breakfast, pointing out its high rice, vitamin and iron content. It said there should be a greater focus on encouraging people to eat breakfast cereals, as one in five children and one in four adults skip the meal.

The ASA said it had received three complaints about the Rice Krispies ad.

Kellogg is one of several members of the Food and Drink Federation to have shunned the FSA's traffic light labelling system in favour of front-of-pack GDA information.

The battle between labelling systems is set to intensify later this year when the FDF, whose members include Kellogg, PepsiCo, Danone, Kraft and Nestle, launch a TV and press campaign to promote their GDA system. …

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