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Childhood Wellbeing Promise
Delivering on our promise to support children’s wellbeing
Childhood obesity is one of the great public health challenges of our time. In the U.S., 9 in 10 children fail to achieve the Institute of Medicine’s recommendation for fiber intake, and their consumption of fruits, vegetables and whole grains is well below recommendations. Additionally, more young people are experiencing anxiety and stress, and most children are not engaging in enough physical activity, all while obesity rates continue to rise. We believe a more holistic approach to children’s health and wellbeing focused on eating patterns, social connectivity and improved food security may result in better outcomes.
Building on this knowledge, we developed the Kellogg Childhood Wellbeing Promise to positively affect the wellbeing of children and families. Rolling out first in the U.S., the global Promise focuses on two key pillars: 1) helping to improve access to nourishing, affordable, sustainable foods and 2) motivating kids to embrace wellbeing and physical activity.
- In the U.S., some of the ways we are improving access to food include strengthening our internal standards for foods marketed to children under 12 – the Kellogg Worldwide Marketing and Communication Guidelines (KWWMCG) – and evolving our portfolio of foods most visible to kids to enable positive eating habits, delivering shortfall nutrients like fiber and vitamin D and driving whole grain, fruit and vegetable intake. The Promise also focuses on increasing portion-controlled servings and messaging, as we understand that a balanced approach to wellbeing starts with balanced consumption.
- To help motivate kids to embrace wellbeing in the U.S., we will intentionally bring wellbeing messaging to life through a variety of marketing channels and approaches, including leveraging our beloved brands and characters by building on programs like Mission Tiger and Rice Krispies Treats “Love Notes,” as well as launching new initiatives.
The Promise was developed in consultation with external key nutrition, health and wellbeing influencers, and we continue to collaborate with partners and other stakeholders. We have engaged an independent, third-party firm to provide an annual audit of the Promise against several key measures, reporting progress in the Kellogg Company Global Environment, Social and Governance Report.
Atlas of Childhood Obesity; October 2019. http://s3-eu-west-1.amazonaws.com/wof-files/WOF_Childhood_Obesity_Atlas_Report_Oct19_V2.pdf
Youth Risk Behavior Surveillance System updated report on the prevalence of physical activity in youth (grades 9 – 12) and the National Physical Activity Plan Alliance (part of DHHS) issues a Report Card on Physical Activity in Children and Youth. https://www.cdc.gov/healthyyouth/data/yrbs/index.htm
Dietary Guidelines for American’s 2015-2020. U.S. Department of Agriculture. https://health.gov/dietaryguidelines/2015/guidelines/chapter-2/a-closer-look-at-current-intakes-and-recommended-shifts/
Journal of Developmental and Behavioral Pediatrics. Based on data collected from the National Survey of Children’s Health
2020 PULSE survey of 2500 pediatric professionals. Q1 – How valuable do you feel a more holistic approach to childhood wellbeing would be – that includes emotional, physical (including nutrition) and societal wellbeing – compared to focusing on nutrition alone?