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Last Updated: Thursday, 14 June 2007, 21:07 GMT 22:07 UK
Kellogg's 'to improve kids' food'
Kellogg's cereals
Kellogg's says its websites will have tips for healthy lifestyles
The world's biggest cereal maker Kellogg's is to make its food aimed at children healthier, amid pressure from parents and nutrition groups.

The firm is setting new standards to be reached by 2008 by adjusting recipes.

Food advertisements aimed at children will have to contain less than a certain amount of calories, saturated fat and sodium per serving.

The new rules will apply to food advertisements where the majority of viewers are children under 12.

As well as changing its food, Kellogg's says it will alter its websites for children, by installing systematic time limits for certain screens. Sites will also include nutrition information and health tips.

Healthy choices

No more than 200 calories
No more trans fat
No more than 2 grammes of saturated fat
No more than 12 grammes of sugar**
*Applies to food per serving promoted to children under 12 **Excludes sugar from fruit, dairy and vegetables

Over a quarter of Kellogg's advertising budget - some 27% - is aimed at children under 12.

"By committing to these nutrition standards and marketing reforms, Kellogg has vaulted over the rest of the food industry," said Michael Jacobson, executive director for the Center for Science in the Public Interest (CSPI)

He said parents would be able to make healthier choices for their kids.

The statement by Kellogg's comes after CSPI and Campaign for Commercial-Free Childhood (CCFC), as well as two parents in Massachusetts said they would take the firm to court in January over its ads targeting children.

The group also said they would sue Viacom - the parent firm of Nickelodeon - which runs the cartoon network, and carries advertisements aimed at kids.

"We're pleased that we were able to work collaboratively with Kellogg and that litigation proved not to be necessary," said Steve Gardner, CSPI litigation director.

While the firm has said it will adjust recipes to meet the new rules by 2008, in some cases the changes will start straight away.

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