The BBB recently announced that the face of kid-focused food will soon be changing.
The Children’s Food and Beverage Advertising Initiative (CFBAI), a program of the Council of Better Business Bureaus, has developed a groundbreaking agreement that will change what is advertised to kids by the nation’s largest food and beverage companies.
For the first time, these food and beverage companies, who do the vast majority of advertising to children, will follow uniform nutrition criteria for foods advertised to children.
“The new nutritional guidelines are a much-needed addition for our processed food supplies,” said Blair Looney, president and CEO of the BBB serving the Central Valley. “But it is also an important nutritional reminder that Valley businesses produce the best fresh fruits and vegetables available and now is a great time to add them to our diets.”
These uniform nutrition criteria, designed by CFBAI and top food industry scientists and nutritionists, will further strengthen voluntary efforts to change child-directed food advertising. Approximately one in three products currently advertised to kids do not meet the new nutrition criteria.
While individual companies already have strong nutrition criteria for the products they advertise, the new uniform nutrition criteria will require many companies to change the recipes of these products or they will not be able to advertise them after December 31, 2013. The new criteria encourage the development of new products with less sodium, saturated fat and sugars, and fewer calories.
The ten product categories are: juices; dairy products; grains, fruits and vegetable products; soups and meal sauces; seeds, nuts, nut butters and spreads; meat, fish and poultry products; mixed dishes; main dishes and entrees; small meals; and meals. Each category has its own set of criteria, such as:
- Juices. For juices, no added sugars are permitted, and the serving must contain no more than 160 calories.
- Dairy. This category includes products such as milk and yogurt. For ready to drink flavored milk, an 8 fluid ounce portion is limited to 24 grams (g) of total sugars. For yogurt products, a 6 ounce portion is limited to 170 calories and 23 grams of total sugars. These sugars criteria include both naturally-occurring and sugars added for flavoring.
- Grains, fruits and vegetable products (and items not in other categories). This category includes products such as cereals, crackers and cereal bars. Foods with ≤ 150 calories, such as most children’s breakfast cereals, must contain no more than 1.5 g of saturated fat, 290 milligrams (mg) of sodium and 10 g of sugar (products with > 150−200 calories get proportionately higher limits). Foods in this category also must provide ≥ ½ serving of foods to encourage (fruits, vegetables, non- or low-fat dairy, and whole grains) or ≥ 10% of the Daily Value of an essential nutrient.
- Seeds, nuts, nut butters and spreads. Foods in this category, which includes peanut butters, must have no more than 220 calories, 3.5 g of saturated fat, 240 mg of sodium and 4 g of sugar per 2 tablespoons. Foods in this category also must provide at least one ounce of protein equivalent.
- Main dishes and entrees. Foods in this category, such as canned pastas, must have no more than 350 calories, 10 percent calories from saturated fat, 600 mg of sodium and 15 g of sugar per serving. Foods in this category also must provide either ≥ 1 serving of foods to encourage or ≥ ½ serving of foods to encourage and ≥ 10% of the Daily Value of two essential nutrients.