Kellogg's says it will stop using the word "healthy" to describe its kids cereals, but insists it is justified in calling them "a healthy part of a balanced breakfast".
Responding to an order by the Advertising Standards' Authority (ASA) to comply with food law that prohibits the use of the word "healthy" in any format, Kellogg's said it used the word as an adjective to describe how people feel when they eat ready-to- eat breakfast cereal.
In a media statement on Friday, Kellogg's said the ASA had ruled in favour of its claim that its kids cereals are low in fat, preservative free and contain the goodness of real grains plus nine vitamins and iron.
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Kellogg's said it would continue to use these claims in future advertising and packaging.
Replying to a complaint to the ASA by Bokomo that Kellogg's kids cereals were very high in sugar, Kellogg's said children aged between six and 13 years required about 8 120 kilojoules a day to sustain growth and development. Not more than 10% of the total energy intake a day should be derived from added sugar, which equated to 48 grams of sugar a day.
"So a bowl of Kellogg's kids cereal fits well within a balanced diet," said Kellogg's.
maureenm@incape.co.za
- This article was originally published on page 2 of Cape Argus on January 20, 2006
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