Kelloggs Cereals

Team 6
Dillon Pulos Allison Moore Joe Chan Hao Ming Alan Tran

The Problem
In 2008 More then 1/3 of Children are Overweight or Obese Major Causes Diet Lack of Physical Activity Parents, Educators, Stakeholders Continue to be Baffled

Something about Kelloggs

#1 Cereal Provider in Nation #1 Product in Frosted Flakes More Than Cereal Eggo Waffles Nutri-Grain Bars Pop-Tarts

Frosted Flakes
- Promotes Sports - Marketable Figure in Tony the Tiger - Great Taste - Large Amounts of Sugar - Large Percentage of Calories from Sugar

The Stakeholders
Kelloggs Profitability Livelihood of Workers Future of Company Children Health Future Advertisement and Electronics

Cont
Parents Household Decision Makers Working Hard United States Children are Future leaders Economy

The Bandwagon Effect

- People alter their own view and follow the majority opinions. - This situation is likely to occur when people can obtain benefits for being on the winners side. - Not all the critics are credible.

Is it all Kelloggs fault??

Kellogg should not be held totally accountable for childrens health problems. Parents also take an important role Tight corporation and communication between Kellogg and its customers are pivotal.

Does Kelloggs behave unethically?

Kellogg has a well-planned strategy to achieve Corporate Social Responsibility (CSR). It listed four pillars that they considered as most pivotal Marketplace, Workplace, Environment, and Community.

How we think Kellogg should behave?

Because Kellogg targets the children as the primary market for its cereal products, it should: Educate children the meaning of balanced diet Give back to the community Adopt non-toxic ingredient in all products Concern if the out-of-state Kelloggs plants behave ethically

High Sugar
many top-selling breakfast cereals are too high in sugar. Parents will be surprised by the fact that the majority of children's cereals contain so much sugar."

Cont
A high-sugar diet is implicated in rising obesity and tooth decay among the nations children. Worst offender: Kellogg's Frosties contains 37 per cent sugar Overall, 32 out of 50 cereals were high in sugar, including several that are marketed as healthy or slimming options, such as Kelloggs Special K.

Why should we be concern?ed

Consumption of high levels of added sugar results in diseases Such as high blood pressure, diabetes and cardiovascular disease.

Excessive salt is also associated with increased risk of high blood pressure and associated cardiovascular problems.

Alternatives
The bigger picture - there's a wide variety of cereals available out there Some contains less sugar or even sugar-free

"If you want a lower sugar version of Coco Pops there is one it's called Rice Krispies."

Suggestion to Kelloggs
Refrain from promoting high sugar products as 'healthy' making further salt reductions Improving nutrient labeling healthier cereals for children

We cant ! In the short run

In the long run What we can do

Educational Curriculum

Decrease children chances of having easy access to unhealthy cereals.

Inform Parents

Putting our foot down!

Some fun facts

A study found that some of the most popular cereals marketed to kids contain more sugar than junk food such as Twinkies or Chips Ahoy Cookies

In nearly 3 dozen brands, sugar makes up more than a third of the cereal by weight.

Which cereal has the most sugar?

60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

A. Quaker Oats B. Froot Loops C. Golden Crisp D. Honey Smacks

60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

1980 Frost Flakes Commercial http://www.youtube.com/watch?v=reIGOLb6tk0 Nutri Grain Commercial Feel Good http://www.youtube.com/watch?v=xBwQUadHop8

-ENDThanks!