KRAFT KAVES! Maker of Oreos to Revamp Products: Cites Obesity

Associated Press -- "Kraft to Revamp Products: Cites Obesity" ^ | July 1, 2003 | Deborah Cohen

[L.N. Smithee]

By Deborah Cohen

CHICAGO (Reuters) - Kraft Foods Inc., the biggest U.S. maker of processed foods, on Tuesday said it would cap portion sizes, eliminate marketing in schools and reformulate some products as the food industry faces increasing legal blame for obesity and unhealthy eating trends.

The maker of Oreo cookies and Velveeta cheese spreads said this year it will develop a range of standards to improve the overall nutritional content of its products and the way it sells them. It will begin making changes to the way it manufactures and markets foods beginning next year.

The cost of the measures, which are sweeping, could not be estimated, according to a spokesman for the company, based in the Chicago suburb of Northfield, Illinois.

Critics are quick to point out that Kraft may be on the defensive at a time of heightened criticism over the role big food companies play in contributing to growing health problems in the United States. No. 1 fast-food chain McDonald's Corp. has already been the target of a highly publicized lawsuit linking its burgers to obesity in children.

"This is sort of a preemptive move to stave off the lawyers and the critics," said Henry Anhalt, an endocrinologist and director of the "Kids Weight Down" program at Maimonides Medical Center in Brooklyn.

"What I think is going on is that the soothsayers are saying that coming down the pike are going to be large lawsuits, class action suits looking at cardiovascular disease, premature death, diabetes, and they're going to turn to the food industry and lay it on their feet," he said.

Still, he applauded Kraft for making changes that he believes will make a difference. Kraft could set standards that other major food companies could follow.

Obesity among adults in the United States has doubled since 1980, and tripled among adolescents, according to the U.S. surgeon general.

Kraft acknowledged that the moves may in part help indemnify the company against potential lawsuits.

"We're making these commitments first and foremost because we think it is the right thing to do for the people who use our products and for our business, but if it also discourages a plaintiff's attorney or unfair legislation, that's fine with us." said Michael Mudd, a Kraft spokesman.

GLOBAL EFFORTS

Kraft said its efforts would be global, focusing on product nutrition, marketing practices, information for consumers and public advocacy. It is forming an advisory council to help develop standards for the company's approach to health issues.

Marketing fatty and sugar-laden foods to children has been a hot-button in the news. Last week, New York City's school system decided to remove candy, soda and sweet snacks from school vending machines.

Last month, the head of the U.S. Food and Drug Administration (news - web sites) said that agency plans to push for expanded nutritional labeling on food products.

Kraft said the changes it will make will include advertising and marketing to children to encourage appropriate eating behaviors and active lifestyles.

The company, which used to promote its products on Channel One, a news channel played in secondary schools, will now cease all in-school marketing.

Other big food industry players are also taking defensive measures. McDonald's in March announced worldwide initiatives to help promote healthy lifestyles and provide consumers with expanded product information. It has also assembled an advisory council.

"This is an ongoing battle," said Keith Patriquin, a buy-side analyst with Loomis Sayles, which holds shares of Kraft and other big food names. "Trial lawyers ... are looking for the next big thing."

Earlier this year, a lawsuit was filed in California seeking to ban Kraft's Oreo cookies. The suit, which drew criticism in legal circles for potentially abusing the U.S. court system, was withdrawn less than two weeks later.

Shares of Kraft, which is majority owned by tobacco giant Altria Group Inc., were off 25 cents at $34.30 in mid-morning New York Stock Exchange (news - web sites) trading. (With reporting by Brad Dorfman in Chicago)

[L.N. Smithee]

One of the reasons I don't dislike Hootie Johnson of Augusta National Golf Club is because I believe that in his heart, he would be fine with allowing a female member of the club -- as long as it was the decision of the club's members and not dictated by rabble-rousing outsiders with an agenda that has nothing to do with progress and everything to do with drawing attention to themselves.

I am sure the guys at Kraft -- who are part of the conglomerate formerly known as Philip Morris -- remember all too well the way greedy lawyers and cash-thirsty attorneys general gutted the tobacco industry with a dull knife, and want to avoid another bloodbath. Still, it's got to be pretty doggone emasculating when some wackjob lawyer from the Bay Area sues you over Oreo cookies, ADMITS that he's doing it just to get attention, GETS the attention, and you have to change everything about your company as a result.

[HairOfTheDog]

it would cap portion sizes

So the serving size that no one reads on the side of the bag is now half a cookie instead of two cookies in a bag of 100.

[Dog]

Save the cookies!!!

[af_vet_1981]

"This is an ongoing battle," said Keith Patriquin, a buy-side analyst with Loomis Sayles, which holds shares of Kraft and other big food names. "Trial lawyers ... are looking for the next big thing."

Well they have to bill someone.

The courts are a venue for legal robbery, extortion, and slavery.

It reminds one of Rome.

[Ayn Rand wannabe]

I can't say that I'm surprised that they caved that quickly...it's rather disappointing. Who knows who could be next on the chopping block?

[appalachian_dweller]

For pete's sake!! It's a COOKIE. It's suppose to be fattening. I'd bet a 'healthy' cookie tastes aweful.

I want my fattening Oreos!!! I want to dunk them in WHOLE milk.

Hey Mom!!! They're messing with the Oreo middle again!!!

[dsmatuska]

Obesity among adults in the United States has doubled since 1980, and tripled among adolescents, according to the U.S. surgeon general.

Redefining the definition of "obesity" had something to do with this.

[Lost Highway]

Stop the world, I want to get off.

[Old Professer]

Why do I hear the sound of half-full New Coke cans hitting the pavement?

[YOMO]

I can't say that I'm surprised that they caved that quickly...it's rather disappointing. Who knows who could be next on the chopping block?
##########################################################

OH,NO!!!! Please say it ain't so. Tell me that my Macroni and Cheese in not on the block.

[aShepard]

They got caught up in a shakedown.

Calling Jesse Jackass, Calling Jesse

we've got a wounded one over here, time to come in for the kill!

[dsmatuska]

Stop the world, I want to get off.

As Lynyrd Skynryd would say: "You Got That Right!"

[Pikamax]

Anyone attempts to change these and there will be some physicality!

[GOP_Proud]

And in five years we can say "they don't taste like they used to".

Somebody's always trying to save me from myself.

Oh well, I guess it won't be long til we'll be swallowing a capsule for food so what will it matter?

[RetiredArmy]

Once again, America, the Land of Victims, the Land of I Am Not At Fault For My Actions - Someone Else Is, the Land of Sue, Sue, Sue; the Land of the Poor; strikes again. We are no longer responsible for what we put in our big mouths, the companies are. Will power? Forget it, you are not responsible. You are not an individual. Fat Ted Kennedy, one who really needs to lay off the cookies and booze, is one of the leaders in the blame game as a whole and not on the individual, should take some advice and shut his trap and lose about 175 pounds. Then maybe he will register on the scales when he gets on. No, we are not responsible. Just forget it. Blame someone else. You are not to blame that your fat ass will not fit inside the back of an extended cab pickup truck. It is the fault of McDonalds or Burger King. You fell for their adds because it was their fault for pushing their products on you. Not your fault because you did not have the will power to not eat that supersized big mac or whopper with triple cheese, cheese covered fat coated french fries, slugged down three shakes, two "diet" cokes (I just love that picture) and then hit the ice cream store on the way out of the mall and had a triple fudge sunday. Nope, not your fat assed fault at all. Blame someone else. Anyone else, but your fat assed self!

[Huck]

For pete's sake!! It's a COOKIE. It's suppose to be fattening.

You got that right. I wonder how you "reformulate" a chocolate cookie with creamy filling dipped in fudge to make it more healthful.

[Corin Stormhands]

What? I thought that "one serving" meant "one serving per bag..."

[Arkinsaw]

I've been opposed to all this junk for awhile. But now I am taking a different tack on it. If Kraft, and McDonald's, etc. cave in and create foods that people don't want then it opens the door for new products from smaller mom and pop businesses. Some of the smaller local gourmet foods makers may have an opportunity to put their real cheeses out and perhaps people will eat real cheese instead of 'processed cheese food'.

Find out what products are made in your State and buy them. Support the small cheese makers and one of your few remaining local hamburger stands.

[Old Professer]

Sorry, you're just gonna' have to jump like the rest of us.

[netmilsmom]

Geez oh man, it isn't the Oreos or the Velveeta making America fat. It's FReepin all day. I know that's my problem at least.....