KRAFT KAVES! Maker of Oreos to Revamp Products: Cites Obesity

Associated Press -- "Kraft to Revamp Products: Cites Obesity" ^ | July 1, 2003 | Deborah Cohen

[L.N. Smithee]

By Deborah Cohen

CHICAGO (Reuters) - Kraft Foods Inc., the biggest U.S. maker of processed foods, on Tuesday said it would cap portion sizes, eliminate marketing in schools and reformulate some products as the food industry faces increasing legal blame for obesity and unhealthy eating trends.

The maker of Oreo cookies and Velveeta cheese spreads said this year it will develop a range of standards to improve the overall nutritional content of its products and the way it sells them. It will begin making changes to the way it manufactures and markets foods beginning next year.

The cost of the measures, which are sweeping, could not be estimated, according to a spokesman for the company, based in the Chicago suburb of Northfield, Illinois.

Critics are quick to point out that Kraft may be on the defensive at a time of heightened criticism over the role big food companies play in contributing to growing health problems in the United States. No. 1 fast-food chain McDonald's Corp. has already been the target of a highly publicized lawsuit linking its burgers to obesity in children.

"This is sort of a preemptive move to stave off the lawyers and the critics," said Henry Anhalt, an endocrinologist and director of the "Kids Weight Down" program at Maimonides Medical Center in Brooklyn.

"What I think is going on is that the soothsayers are saying that coming down the pike are going to be large lawsuits, class action suits looking at cardiovascular disease, premature death, diabetes, and they're going to turn to the food industry and lay it on their feet," he said.

Still, he applauded Kraft for making changes that he believes will make a difference. Kraft could set standards that other major food companies could follow.

Obesity among adults in the United States has doubled since 1980, and tripled among adolescents, according to the U.S. surgeon general.

Kraft acknowledged that the moves may in part help indemnify the company against potential lawsuits.

"We're making these commitments first and foremost because we think it is the right thing to do for the people who use our products and for our business, but if it also discourages a plaintiff's attorney or unfair legislation, that's fine with us." said Michael Mudd, a Kraft spokesman.

GLOBAL EFFORTS

Kraft said its efforts would be global, focusing on product nutrition, marketing practices, information for consumers and public advocacy. It is forming an advisory council to help develop standards for the company's approach to health issues.

Marketing fatty and sugar-laden foods to children has been a hot-button in the news. Last week, New York City's school system decided to remove candy, soda and sweet snacks from school vending machines.

Last month, the head of the U.S. Food and Drug Administration (news - web sites) said that agency plans to push for expanded nutritional labeling on food products.

Kraft said the changes it will make will include advertising and marketing to children to encourage appropriate eating behaviors and active lifestyles.

The company, which used to promote its products on Channel One, a news channel played in secondary schools, will now cease all in-school marketing.

Other big food industry players are also taking defensive measures. McDonald's in March announced worldwide initiatives to help promote healthy lifestyles and provide consumers with expanded product information. It has also assembled an advisory council.

"This is an ongoing battle," said Keith Patriquin, a buy-side analyst with Loomis Sayles, which holds shares of Kraft and other big food names. "Trial lawyers ... are looking for the next big thing."

Earlier this year, a lawsuit was filed in California seeking to ban Kraft's Oreo cookies. The suit, which drew criticism in legal circles for potentially abusing the U.S. court system, was withdrawn less than two weeks later.

Shares of Kraft, which is majority owned by tobacco giant Altria Group Inc., were off 25 cents at $34.30 in mid-morning New York Stock Exchange (news - web sites) trading. (With reporting by Brad Dorfman in Chicago)

[johnb838]

I can't say it's a bad move for Kraft, from a corporate perspective -- they're trying to stay ahead of the insanity curve.

Disagree. There is nothing they can do to keep the jackals at bay. It's like appeasing a land-hungry dictator or paying blackmail-- it just encourages them. They need to follow the ancient rules of stonewalling: Deny, mislead, make counter-accusations.

[SamAdams76]

Actually things like hydrogenated oils and high fructose corn syrup aren't added to make the cookie taste better; they're added because they cost less money. A cookie that had more natural ingredients would taste better.

Good point and I might add that they now use high fructose corn syrup in soda (instead of sugar) because it is so much cheaper. As a result of that, I stopped drinking soda entirely. (I would probably still drink a little soda today if real sugar was used.)

Not that I want nanny government to stop them from doing it. I just exercise my right as a consumer to stop buying those products.

[FreeTheHostages]

LOL. yes, it's scarey to think about changes to the Oreo

[Bluntpoint]

"They need to follow the ancient rules of stonewalling: Deny, mislead, make counter-accusations."

Oreo needs to market the fact that their product adds both length and girth. According to all my unsolicited email, that seems to be a big selling point.

[lonewacko_dot_com]

I agree that them getting rid of partially/fully hydrogenated fats is a good thing. As bad as the "fake" lawsuit in CA is concerned, at least it raised my knowledge of this. After hearing about the suit, I checked in the cookies aisle at the supermarche, and the only product I found without those fats were low-fat Fig Newtons. Also, you might want to check this out for information about some products containing soy or canola: http://boingboing.net/text/2003_06_15_guestbar.html#200430399

[SoothingDave]

(I would probably still drink a little soda today if real sugar was used.) Not that I want nanny government to stop them from doing it.

Figure in the fact that corn syrup is cheaper cause the gov't props up cane sugar prices, and the gov't is already involved in the equation.

SD

[rwfromkansas]

"reformulate" does not sound good when we are talking about food.....

It sounds like "taking out the joy of eating"

[rwfromkansas]

Whatever they touch, please Kraft...Don't MESS UP MY MAC AND CHEESE.

[Bluntpoint]

"It sounds like "taking out the joy of eating"

Like procreation only permitted while under a general anesthetic.

[MrsEmmaPeel]

Its easy. Kraft should change the sugar content to vegemite and presto chango, you've got a less fattening snack! (You also have something that no one wants to eat -- but that's another matter)

[FreeTheHostages]

Not true! Fat people *love* to read nutritional labels and find some rationalization on why some food that they KNOW is bad for them is really good for them. TRUST ME on this one. ;)

[sarasota]

Actually, you might try Newman-O's, the "healthy" version.

[mewzilla]

And the stuff they put high fructose corn syrup in never ceases to amaze me. Ugh. I'm glad Kraft is doing this. I might actually start buying some of this stuff.

[mewzilla]

Something I've never understood, a person who orders a diet soda with his/her Big Mac and supersized fries.

[sarasota]

Yes, redefining obesity did change the landscape. Looking back to the 50's, there were very, very few overweight individuals. Two decades later I traveled to France and saw very, very few overweight individuals (and they were probably U.S. tourists). When I returned to the States, the first thing I noticed were the obese. Just an observation...or two.

[Quilla]

I started the Adkins diet on March 1 and after the third day, started weighing myself daily. A week went by and I hadn't lost a pound. I was so disappointed yet stuck with it and weighed again the next morning - 8 pounds down. By early April, I'd lost my desired 12 pounds just in time for our family's annual Spring Break beach trip. (I was also doing 400 crunches per day.)

I used to drink a couple of cokes a day and obviously had to give them up for Adkins. Recently, I had my first coke since March and it just didn't taste good anymore. Although I now eat small portins of the meals I prepare for my family, I haven't gained back the first pound.

Glad to hear Adkins was successful for you.

[sarasota]

Don't worry, there are food scientists who work 24/7 to make food taste good/better/best. They are the reason there is no nutrition left in processed food. Because their consumer panels are driven by taste, texture and mouthfeel. What are the odds that most of your friends eat what's good for them? Why are processed foods purchased over and over again? Why don't people prepare "real food" much anymore? How did the fast food joints become so successful? Why do restaurants use microwaveable frozen entrees? And so on.

[Howlin]

Although I agree with you, try Snackwells. Yum. Especially the devil's food ones!

[truth_seeker]

It would be interesting to look at academic scores by race, alongside obesity by race.

I suspect the Asian kids do well in school, and stay slim. In those households, the parents and grandparents have remained in charge, in spite of challenging forces.

I met and talked with a veteran teacher (Hacienda Heights, CA) which has become 60 percent Asian (mainly Chinese).

She says the kids are kept with their noses to the grindstone, six days a week. After the public school dy, they do homework and Chinese school. On Saturday Chinese school.

No time for video games, drugs, rock n roll, and Grandma smacks their little hands, after one cookie.

So as with several other new behavior trends in America, it should be admitted:

1. Kids are kids, and they do what they can get away with.

2. Parents used to be more in control, but have relaxed their standards and expectations.

3. Oreos were around 50 years ago, when kids were NOT obese. It isn't the Oreos, its the kids and parents.

4. At age 55 I eat sweets, but get 45 minutes of intense areobic exercize, each day. Result: Not obese.

[MarkL]

I've never had a Krispy Kreme. Are they really that good?

No, they're terrible. You don't want them. Keep away from MY Krispy Kremes!!!! Just kidding, I think they're OK. However, if you want really good "donuts", you need to get to Lamars Donuts. They started at a run-down, converted gas station in KC, but they've got franchises all over, including in Las Vegas!

Mark