Marketing Food to Children and Adolescents - Federal Trade ...

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Marketing Food to Children and Adolescents criteria. Beverage companies, too, offer “Diet,” “Sugar Free,” “Zero Carb,” and other versions of their products. 131 re c o m m e n d a t I o n s : • • Companies should conduct research on the effectiveness of various labeling devices to determine how consumers interpret such labeling and to identify those devices most effective at conveying meaningful, truthful information. Companies should work toward consistency among the standards used by individual food and beverage companies to determine what constitutes a “better for you” product, such as through the development and use of third-party standards, icons, or other devices. The Commission supports the work of the Keystone Center and others in this regard. 5. Competitive Foods and Beverages in Schools As noted above, another key recommendation in the 2006 Report was that companies work to improve the nutritional quality of “competitive” foods and beverages sold in schools. 132 Together with the Alliance for a Healthier Generation, a number of food and beverage companies were already working on this front, and have made commendable progress through their guidelines for competitive foods and beverages. Some reporting companies also have worked to improve the nutritional profile of products they provide to school food service programs. In addition, in 2007, the Institute of Medicine’s Committee on Nutrition Standards for Foods in Schools issued its own recommendations for nutrition-based standards for competitive foods and beverages sold in schools. 133 The Commission expects that all of these efforts will positively impact the nutritional quality of foods consumed by children in school. a. al l i a n c e f o R a he a l T h i e R ge n e R a T i o n sc h o o l be v e R a g e a n d co m P e T i T i v e fo o d gu i d e l i n e s In 2006, a number of food and beverage companies committed to limit the products they sell in schools. 134 Together with the Alliance for a Healthier Generation, 135 the companies created voluntary nutritional guidelines for competitive foods (such as snacks and side items) and drinks sold to children in elementary, middle, and high schools outside the school meal program. The resulting School Beverage Guidelines and Competitive Foods Guidelines are designed to decrease the caloric value, and increase the nutritional value, of these products. The nutritional guidelines vary, depending on the type of food or beverage. For beverages, the guidelines impose caloric and size limitations on milk, juice, and other drinks. 136 The restrictions vary, depending on the school in which the product is sold. For example, in elementary schools, only water, milk and 100% juice may be offered, whereas in high schools, 72
Assessment of Food Company Health Initiatives and Recommendations the choices may include no- or low-calorie beverages such as diet soft drinks, flavored water, and some sports drinks. 137 Notably, full-calorie soft drinks do not comply with the Guidelines and may not be sold. For foods, specific requirements apply to fruits and vegetables, cheese, eggs, soups, snacks, and all other competitive food products. 138 Products in each category must meet restrictions on calories, fat, sugar, and sodium, among others. 139 The specific limitations on foods and beverages are set forth in Appendix F. Among the companies and other entities signing on to the School Beverage Guidelines are The Coca-Cola Company, PepsiCo, Inc., Cadbury Schweppes Americas Beverages, The American Beverage Association, and numerous dairy processors and associations. 140 Competitive Foods Guidelines participants include Campbell Soup Company, The Dannon Company, Inc., Dole Food Company, Kraft Foods Global, Inc., Masterfoods USA (a division of Mars, Inc.), PepsiCo, Inc., Stemilt Growers, the Snack Food Association, and others. 141 A number of these entities provided responses to the FTC’s Special Order 142 and five are also participants in the CBBB’s Children’s Advertising Initiative. 143 Overall, the signatories to the Alliance Guidelines represent a significant portion of the market for competitive foods and beverages offered in schools. The distribution and sale of competitive food and beverage products in schools typically is handled by distributors, not the food and beverage companies themselves. Accordingly, Alliance participants may not have direct control over what products are placed in vending machines or otherwise offered for sale on school grounds. Recognizing this limitation, the Memoranda of Understanding require signatories to encourage adoption of the Guidelines by distributors and others in the distribution chain. 144 Thus, one participating company reports that it “works proactively” with its distributors to ensure compliance with the Guidelines. In addition, the beverage companies have worked closely with their bottlers to facilitate compliance with the new Guidelines. 145 The Guidelines require not only changes in the types of beverages sold in schools, but also changes in the package sizes and, in some cases, nutritional content. Bottlers reportedly have spent millions of dollars on compliance efforts, including retrofitting vending machines and repackaging and reformulating products. 146 Moreover, individual schools or school districts play a role in deciding which foods will be sold to students. The Commission is mindful that vending machines and other in-school sales of snacks and drinks can generate significant funds and other benefits for individual schools and school districts, and that changes to product offerings may affect revenue. 147 The Commission is confident, however, that, working together, the interested parties can find workable solutions that will meet schools’ needs while also providing nutritionally improved competitive foods and beverages to their students. 73
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FEDERAL TRADE COMMISSION Marketing
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Report Contributors Bureau of Consu
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