Announced by the world's second-biggest foods company in the US on Tuesday, the changes aim to combat rising rates of obesity and other health problems worldwide, caused by high-salt, high-fat diets and sedentary lifestyles. They come as controversy over marketing of unhealthy foods reaches a frenzy.
The World Health Organisation, which has hosted summits of multinational food companies to spur action on issues such as marketing to children and unbalanced diets, said the initiative was encouraging, but warned that it remains to be seen whether Kraft delivers on its promises.
Kraft is owned by tobacco giant Altria, formerly Philip Morris. Its UK brands include Maxwell House, Kenco and Dairylea. In February, its Dairylea Lunchables line was lambasted by food watchdogs for its high salt content, which Kraft promised to reduce.
While fast-food brands such as McDonald's have been forced to make efforts to take a more nutritional approach, Kraft is the first food manufacturer to make such a comprehensive commitment to change its ways.
Kraft has also pledged nutritional criteria for all products and the removal of unhealthy foods from school vending machines. It will lay down guidelines for all advertising and marketing practices, including marketing to children, to "encourage appropriate eating behaviours and active lifestyles".
Nutrition labelling will be mandatory, even in markets where it is not required, and Kraft will set guidelines for the use of health claims.
The company is appointing a global advisory council of experts to help it set these guidelines and determine the initiative's criteria, standards, and timetable.
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