Kraft ramps up Healthy Living initiative

As part of its Healthy Living initiative, Food giant Kraft is beefing up its Sensible Solutions labelling program, which highlights its healthiest foods with a green flag.

The front-of-pack labelling appears on 500 Kraft products that meet 2005 US dietary guidelines and criteria made by the US Food and Drug Administration (FDA), National Academy of Sciences and other health authorities.

The labelling provides nutritional information such as protein, carbohydrate and fat levels, while detailed information, including criteria for Sensible Solutions inclusion, is available on the Sensible Solutions website.

Kraft said inclusion is reliant on two criteria:

  • Providing beneficial nutrients such as protein, calcium or fibre/whole grain at nutritionally meaningful levels, or delivering a functional benefit, such as heart health, while staying within specific limits on calories, fat (including saturated and trans fat), sodium and sugar; or
  • Meeting specifications for "reduced," "low" or "free" in calories, fat, saturated fat, sugar or sodium.

For instance, for a powdered beverage product to be granted a green flag it must:

  • Contain no more than 40 calories.
  • Contain no more than 10g of added sugar.
  • Contain 10 per cent or more of the Daily Value (DV) of Vitamin A, C, E, calcium, magnesium, potassium, iron, protein or fibre or contain at least a half-serving of fruit or vegetable or have a functional nutrition benefit.
  • Be free of or low in calories, fat, saturated fat, sugar or sodium, or must have 25 per cent less of one of these in comparison to the base product or an appropriate reference product.

"In response to consumer concerns around health and wellness and because it's critical to the long-term success of Kraft, our Healthy Living initiative remains a top priority," said Laurie Hirsch, Kraft's Director of Health and Wellness. "That means for every aisle of the store that Kraft is in, so is a Kraft Sensible Solution product."

Kraft notched sales of $34 billion in the past year but profits dropped 30 per cent to $702 million from $1 billion a year earlier due to, Kraft said, a restructuring plan that will see 40 plants closed by 2008.

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