The market place

At Kellogg Company, we promote eating well and healthy living. Our legacy is based on the philosophy that people can improve their health by eating a balanced diet and engaging in regular physical activity. Living a healthy lifestyle begins with a good understanding of nutrition. We believe in providing high-quality, nutritious food and helping educate consumers about the benefits of a healthy diet.

Kellogg’s has in place a global marketing code and a longstanding commitment to advertising in a responsible manner.

This means:

• We don’t encourage over-consumption of our foods when consumers take part in promotions.
• We always present Kellogg’s breakfast cereals as part of a balanced breakfast.
• We run balanced promotional calendars featuring a good mix of fun, education and wellbeing based activities. Two of our most successful promotions involved offering consumer pedometers. The Special K 10,000 step Challenge in 2004 and the All-Bran Pedometer promotion in 2006 resulted in 1.3m pedometers being distributed to Kellogg consumers. An evaluation of the 2006 All-Bran promotion revealed that 80% of Kellogg consumers who responded to our evaluation used the pedometer to help them take more steps.

Kellogg’s is a responsible advertiser and operates in the spirit, as well as the letter of the revised Ofcom Code on advertising to children. For example, Kellogg’s includes a complete breakfast sequence (cereal with milk, toast, orange juice and fruit) and balanced diet/exercise messages in all adverts for family brands and aims advertisements for children’s brands at parents, as the ‘gatekeepers’ of their children’s diets. Kellogg’s is also a long-standing supporter of media literacy programme "Media Smart" to educate children about advertising and marketing. See www.mediasmart.org.uk for more information.