Kraft steps up 'Sensible Solutions' initiatives

FoodProcessing.com
09/16/2005

At Gov. Arnold Schwarzenegger’s Summit on Health, Nutrition and Obesity in Sacramento, Calif., on Sept. 15, Kraft Foods Inc. was named as a member of the Summit "Honor Roll." That distinction was reserved for a select group of companies that immediately responded to the Governor’s call for reform. In acknowledging the recognition from Gov. Schwarzenegger, Kraft CEO Roger K. Deromedi reaffirmed the company’s commitment to addressing these concerns by announcing new products, new policies and a $2 million pledge to support healthy lifestyles in the California community.

"Our health and wellness program is an important business initiative that we believe is critical to the long-term success of Kraft," Deromedi said. "We’re taking steps that are responsive to societal concerns, while at the same time driving our business results by transforming our portfolio to better align with consumer trends."

Kraft was recognized at the Summit because it has implemented a number of initiatives across the health and wellness spectrum. These include developing new, better-for-you product choices for consumers; adjusting the company’s marketing policies; providing enhanced nutrition and healthy lifestyle information to consumers; and increasing its investments in programs that teach kids how to live healthier lives.

At the Summit, as a further indication of the company’s commitment to these issues, Deromedi announced:

• Another voluntary change to Kraft’s marketing to children practices. By the end of 2006, only products that meet Kraft’s Sensible Solution nutrition standards will appear on Kraft websites that primarily reach children ages 6-11. This strengthens earlier marketing policy changes, including advertising only Sensible Solution products in TV, radio and print media primarily viewed by children ages 6-11. Kraft also is working with others in the food industry to strengthen self-regulation of food and beverage marketing to younger children.
  
  
• The debut of Nabisco 100% Whole Grain cookies and crackers, each of which is baked with 100% whole grain and contains 0g trans fat per serving. The new line, available in stores nationwide this month, features a number of varieties, including Wheat Thins crackers and Fig Newtons cookies.
  
  
• A pledge of $2 million in grants through 2007 in support of healthier lifestyles in California. These programs will include:
  
  
  1. expanding salad bar availability in the Oakland Unified School District,
     
     
  2. partnering with Southern California food banks and health centers to combine distribution of nutritious foods with health screenings and medical referrals, and
     
     
  3. bringing Kraft’s healthy lifestyles program for Latinos -- Salsa Sabor y Salud -- to eight community-based organizations in Los Angeles.
  
  
• The launch next year of a Health Coach program as part of Kraft’s employee benefits. Employees will be able to speak directly to healthcare professionals for one-on-one counseling to help achieve dietary and fitness goals for themselves and their families.

Governor Schwarzenegger convened this Summit of leaders and experts from business, transportation, education, government and public health communities to move forward with solutions to help address California’s obesity epidemic. The Summit’s Honor Roll was reserved for a select group of companies that are swiftly implementing new, innovative initiatives with leadership, vision and commitment to the health of all Californians.

For more information on Kraft Foods, please visit our website at www.kraft.com.