Statement from Kellogg:
Kellogg is committed to investing in innovation and looking to improve our products' nutritional profiles where possible. Our ready-to-eat cereals, including the pre-sweetened varieties, are nutrient dense, low in fat and many are excellent sources of dietary fiber. Additionally, according to government data, breakfast cereal consumption has been associated with lower BMI (body mass index) in kids.
We also believe that balance or "calories in, calories out" must remain the central tenet of achieving weight management and a healthy lifestyle. We have a long-standing commitment to helping consumers successfully manage both sides of that equation.
Statement from Post:
Since 1895 Post cereals have defined the breakfast experience for generations of families. Post cereals offer a wide variety of nutritious ready-to-eat cereals that appeal to many taste preferences. Since 2005, Post began to restrict its television, print, digital and radio advertising for the few of its cereals that do not meet our internal nutritional standards regarding sugar, calorie, fat or salt content. For those cereals that do provide nutritionally balanced content Post submits its advertising for advance review by the Children's Advertising Review Unit (CARU) which is the advertising industry's self-regulation program. The CARU review helps ensure our advertising is not deceptive, unfair or inappropriate for its intended audience.
Regarding Post Golden Crisp, this cereal is not advertised through television, print, digital or radio media if we believe the related media content is geared for kids under the age of 12. Our consumption data indicates Golden Crisp is consumed by far more adults than children. As such, we do not believe you should include Golden Crisp in an analysis of "kids" ready-to-eat cereal.
Statement from Quaker Oats:
Quaker, the maker of Quaker Life and Cap’n Crunch cereals, agrees with the American Dietetic Association that all foods in moderation fit into a healthy lifestyle. Research on breakfast suggests a number of health benefits may be associated with daily consumption, yet many Americans regularly skip this important morning meal.
Each one-cup serving of Quaker Life cereal contains one serving of whole grains, is an excellent source of B vitamins, a good source of calcium and provides zinc and iron. Life cereal provides Quaker’s trusted nutrition and great taste perfect for the whole family. Another Quaker cold cereal option is Quaker Oatmeal Squares — a delicious and heart-healthy ready-to-eat cereal that helps lower cholesterol as part of a heart-healthy lifestyle.
Cap’n Crunch is also a great-tasting way to get the benefits of breakfast along with essential vitamins and minerals. Made from corn and oat flour, it is a balanced, low-fat breakfast option when paired with low-fat milk or a glass of 100 percent orange juice.
PepsiCo, the parent company of Quaker, was one of the food industry leaders that pledged not to market to children under 12 products that do not qualify for the company’s Smart Spot criteria. Products bearing the Smart Spot symbol meet nutrition criteria based on authoritative statements from the US Food and Drug Administration and the National Academy of Sciences.
Quaker is committed to encouraging consumers to lead a healthy, active life and providing information to parents on how they can share good nutrition habits with their children.
Statement from General Mills:
"We're always looking for ways to maximize our product offerings in three key areas: nutrition, taste and value," said Joe Ens, marketing director for General Mills' Big G Kid Cereals. "One area of special interest with kid products is the pairing of taste and nutrition. For example, our entire line of Big G Kid Cereals contains BOTH vitamin D and calcium, which contribute to bone health."