Dannon joins children's advertising initiative

by FoodBusinessNews.net Staff
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ARLINGTON, VA. — The Dannon Co. is the 15th company to join the Children’s Food and Beverage Advertising Initiative.

The pledge ensures a commitment that all advertising directed to children under 12 in television, radio, print or Internet will be for products meeting nutritional guidelines reviewed and approved by the Council of Better Business Bureaus.

"The Dannon Co. pledges to devote 100% of television, radio, print and Internet advertising primarily directed to children under 12 to products that represent healthier dietary choices," said Juan Carlos Dalto, president and chief executive officer. "As an additional extension and expression of our commitment to health and wellness, Dannon is pleased to join The Children’s Food and Beverage Advertising Initiative. The C.F.B.A.I. has emerged as a leader in the United States in marshalling the most forward-thinking food and beverage companies, and our participation is consistent with the mission of The Dannon Co. that every day our family of great-tasting, unique, cultured fresh dairy products will proactively enrich the health and well-being of our consumers, and this of course includes children."

Dannon’s nutritional guidelines will include standards such as saturated fat must be less than 10% of calories or may not exceed 1 gram, sodium may not exceed 230 mg, added sugars may not exceed 12.5 grams and a product must contain at least 10% of the daily value for calcium.

In addition, the company will restrict use of third-party licensed characters in advertising directed to children under 12 to products meeting the nutritional guidelines, refrain from advertising food and beverages in elementary schools, not pay for or seek out product placement in media primarily directed to children under 12, and limit the use of food and beverages in interactive games directed to children under 12 to products meeting the criteria.

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