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)

[honeygrl]

"Well you have a point there. The problem is - no one is outside anymore. I drive thru nice beautiful safe neighborhoods and nobody is outside. Beautiful houses but they have this noone is home look to them."

In my area, when you see nice areas like that, they are usually all elderly people with no kids to come outside. There are very few safe family neighborhoods. The one I lived in during my middle school and teen years was one of the exceptions but they are so expensive that you have to be wealthy to get a house there. One of the few places I can take my kids to where my son can go outside pretty much on his own without me tailing him is 4 hours away at my in laws farm. Of course he's only 2 1/2 right now though. Even if he were 10 though he couldn't roam our neighborhood with other kids. The crips (a gang) spraypainted sign across the street makes me too nervous for fun outdoor stuff. My parents neighborhood is a decent place for kids to play outdoors together but the homes are $200k and up.

[honeygrl]

"The bottom line is no fast food, processed food or junk food can ever be trusted. It should all be eliminated by the people who want to live a healthy life."

It should be eliminated in their own lives by them. Don't take away my favorite foods though just because you can't seem to control your cravings. You be responsible for you and I'll be responsible for me.

[honeygrl]

"Your best bet is to contact a Coke distributer a few weeks before Easter, and ask where you can find the "Kosher for Passover" Coke."

Any idea if they make it year round or just for Passover?

[appalachian_dweller]

>> You be responsible for you and I'll be responsible for me. <<

Nicely put! The voice of reason in a wilderness of PC BS.

[grania]

I was raised eating fast food a lot and I'm not fat. I eat ice cream and cheese cake when I have it around and I don't gain weight from it because I don't eat it for every meal.

Waaaaahhhhhhh. (Message to self...overcome jealous feelings)

<^..^>

[rwfromkansas]

I am not a big fruit eater (excepting bananas), but I do love fruit JUICE. I bet I am downing a lot of sugar though; not good.

I have lost about 25 pounds since some surgery in late May on my jaw and am still on a no chew diet. Wow has my calorie intake plummeted from what it used to be. I am glad to be out of the "obese" category in the BMI now. I just need to perhaps consider going on the Atkins diet or just watch my eating habits more closely once I get back to chewing so I can get out of the overweight category completely. But that would take about another 18 pounds.

[rwfromkansas]

Doritos are almost heavenly.

I haven't had them in about a month and a half though (partly due to having surgery in late May so I can't chew until probably next week or the week after).

I will try to go at least 3 weeks between buying Doritos once I can chew again, but there is just no way I will give them up completely.

[pttttt]

Ah, the good old days. Oreos were never the same after they quit using lard for the white center.

[pttttt]

"Your best bet is to contact a Coke distributer a few weeks before Easter, and ask where you can find the "Kosher for Passover" Coke."

Also try Jolt Cola. It's made with refined sugar. Has twice the caffeine (good stuff).

[Husker24]

For some reason my dad likes diet coke, I have never been able to finish one.

[Alex Murphy]

So the serving size that no one reads on the side of the bag is now half a cookie instead of two cookies in a bag of 100.

You caught that too, eh? And the average consumer, reading that the nutritional content has improved, goes and eats the whole bag, thinking that with the "new formula" they're using, it's not as fattening as the half-bag-binges he used to go on before.

[Freebird Forever]

That is where we are right now. The bottom line is no fast food, processed food or junk food can ever be trusted. It should all be eliminated by the people who want to live a healthy life.

I heard an interview with Jack Lalanne last week.

His philosophy is “If God didn’t create it, don’t eat it”.

[Shooter 2.5]

One member of my heart therapy class is fond of saying, if it tastes good, spit it out.

[.38sw]

And the average consumer, reading that the nutritional content has improved, goes and eats the whole bag, thinking that with the "new formula" they're using, it's not as fattening as the half-bag-binges he used to go on before.

I was standing in line at the grocery checkout a while ago, and overhead a rather large woman say to her friend (as she dipped her pudgey hand into a bag of fat-free cookies she had opened): "They're fat free! I can eat all I want!" Um, check the label. They're loaded with high-fructose corn syrup, replacing the fat. Two cookies have 140 calories. The carb count in those cookies is astronomical!

[honeygrl]

". I just need to perhaps consider going on the Atkins diet or just watch my eating habits more closely once I get back to chewing so I can get out of the overweight category completely. But that would take about another 18 pounds. "

I have heard great things from everyone I know who went on the Atkins diet and stuck to it. The hard part is giving up the breads but if you can stick with it I hear it works wonders. Supposedly you even get to add back carbs one at a time after the first 2wks until you get to a certain place where your body can handle them. I don't know all the details really but it is supposed to be a great diet.

[Alex Murphy]

"They're fat free! I can eat all I want!"

Working at movie theatres in my school days, I would stand amazed at the "rather large women" ordering the monster-sized tub of popcorn, lots of butter please - and a Diet Coke. It takes me something like 90 mins of steady treadmill running, just to burn off the equivalent calories consumed in a single Snickers bar. I suppose the Diet Coke is formulated with anti-calories that counteract the buttered popcorn.

[honeygrl]

"Also try Jolt Cola. It's made with refined sugar. Has twice the caffeine (good stuff). "

Love that stuff. Reeeally hard to find though around here. A lot of places just refuse to sell it due to the caffeine content even though it's really not as high as people like to think it is.

[honeygrl]

"You caught that too, eh? And the average consumer, reading that the nutritional content has improved, goes and eats the whole bag, thinking that with the "new formula" they're using, it's not as fattening as the half-bag-binges he used to go on before."

Who can eat a whole bag? I love oreos but if I eat more than 3-4 I'd feel very ill. I could eat the creme in the middle though of probably 1/4 of the bag.

[Preech1]

Bing Bing Bing Bing Bing!!! You win the prize and Nailed the whole idea on the head. Just like Ice Cream no longer comes in Half Gallons, but in 1.75 qt containers and Sugar is sold in 4 lb bags instead of 5lb, at the same price, and bleach is sold in 96 oz jugs as well as detergent at 100 oz..all at the same price. They are taking the ocassion of public health to make a buck.

[.38sw]

That's my theory - that the diet coke negates the calories in the greasy meal you just ate. Like a cheeseburger and fries, with a Diet Coke, please! But, judging by appearances, the theory is faulty.