General Mills to Keep Marketing Food to Children

Taking the line of thinking that it's more a parent's responsibility than a marketer's to monitor a child's food intake and eschewing the thinking marketers cause obesity in children, General Mills, in light of a recent announcement by Kraft it would reduce advertising to children, stated it plans to keep marketing to children. General Mills EVP Ken Powell said, "We think that advertising cereal is a healthy thing to do." Powell claims cereal is the primary focus of the company's marketing and, because of its whole grain content, aligns with U.S.

Department of Agriculture dietary guidelines. However, the company will also continue to market its less than healthy foods as well.

Facing heat from consumer groups, Kraft, Kellogg and General Mills have banded together and formed the lofty sounding Alliance for American Advertising, a pro kid marketing lobbying group. Kraft Chief Executive Roger Deromedi told Reuters, "To be sure that you maintain self regulation, the company believes it is important to take steps to show that you can self regulate."