“Some of the products that Kellogg has been promoting as part of its campaign includes Frosted Flakes and Nutri-Grain bars. However both products have been criticized for the high levels of sugar that they contain. Frosted Flakes mascoted by Tony the Tiger contains 11gms of sugar per three-fourths cup serving. In addition to sugar, it also contains high-fructose corn syrup.If sugar and low fiber is the hangup with Kellogg’s, what about a company that actually makes low-fiber sugar, namely C&H, as seen at the top left. C&H is generating a $50,000 donation for hunger through its participation in Share Our Strength’s Great American Bake Sale. Since hunger in the developed world is often characterized not by low weight but by obesity which leads to malnourishment, I’m sure Ms. Vijayaraghavan would say that C&H has some cheek to donate to an anti-hunger cause. I mean talk about low-hanging fruit.
“Nutri-Grain bars which are promoted as a healthy breakfast or snack option contain more than 30 largely synthetic ingredients. Again, it contains HFCS and 11 gms of sugar. It is advertised containing 'real fruit,' 'made with real fruit' and 'good source of fiber.' However it only contains fruit puree and 3 grams of fiber.”
“Marketing itself as the purveyor of healthy food items for children and actively targeting them however, is a different story. At the end of the day, regardless of the CSR spin Share Your Breakfast is an advertising campaign. According to a New York Times article, it is their largest integrated marketing effort, with ads in broadcast, print, digital and social media. The Times reports that Kellogg spent $464.9 million on advertising from January through September 2010 alone, which pales in comparison to the $200,000 they spent towards feeding hungry school children.By rights, Ms. Vijayaraghavan should have put a link to a place where Kellogg's has claimed to be a purveyor of healthy food items somewhere in those two paragraphs. But she didn’t.
“The food industry is full of examples of companies saying one thing and doing another. But really: Put your flakes where your mouth is Kellogg, and come up with a CSR initiative that we can believe.”
Labels: Akhila Vijayaraghavan, Al Gore, Great American Bake Sale, Greenpeace, Just Means, Kellogg's, Share Our Strength, Share Your Breakfast, Sierra Club