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Marketing Kid’s Cereals Going On A Diet



First they’ve taken the toys out of Happy Meals (John Stewart Makes UnHappy Meals Hilarious and UnHappy Meals Are Toyless In SF), now our elected representation is looking to take the roar out of Tony the Tiger’s, “They’re GREAT!”

Under a proposal announced yesterday by several government agencies, companies would be “urged” to only market foods to children ages 2 through 17 if they are low in fats, sugars and sodium and contain specified healthy ingredients.

The guidelines set parameters that are stricter than many companies have set for themselves and, if the companies agree, would eliminate much of the advertising consumers see today — on television, in magazines, in stores and on the Internet — for foods that appeal to children.

This is a wonderful gift by the government to brands such as McDonald’s, General Mills, Kellogg, Kraft Foods and Pepsi who would have never thought up the great idea of making and marketing products for kid’s that taste like grass clippings. Clearly the government has opened the lid on a whole new product line for these brands who obviously are in tune with consumers’ inability to make good choices on the food products they consume.

This level of “sticking the governments nose into it” has to be astounding to anyone in business or marketing. Nanny laws like this only serve shackle business and force consumers to move to an alternative source of sweet products.


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