Kids at the Beach (photo by korycheer, courtesy of morguefile.com)

Consumers who make their voices heard do make a difference. In just 24 hours news arrived that a major food company was lowering the amount of sugar in its cereals marketed to children and the USDA has made it clear that schools have the choice of purchasing milk produced without artificial growth hormones.

Yesterday, General Mills announced a public commitment to reduce sugar in cereals advertised to children. Jeff Harmening, president of General Mills’ Big G cereal division stated, "Still, we know that some consumers would prefer to see cereals that are even lower in sugar, especially children’s cereals. General Mills has responded – and we are committing to reduce sugar levels even more.”

Besides reducing sugar in cereals advertised to children, General Mills says it is increasing key nutrients, such as calcium and vitamin D, and providing whole grain across its cereal portfolio.

TV Ads Aimed at Kids

An analysis of television food advertisements aimed at kids and appearing on Saturday morning and weekday afternoons in 2005-2006, found that one-fifth of commercials were for food. Seventy percent (70.0%) of food ads were for items high in sugar or fat. Ads for fruits and vegetables were rare (1.7%). One nutrition-related public service announcement was found for every 63 food ads. The analysis was performed by researchers at the Department of Public Health Sciences, University of California–Davis.

According to the U.S. Centers for Disease Control and Prevention, 16% of children ages 6 to 19 years old are overweight or obese, a number that has tripled to 9 million kids since 1980. Type 2 diabetes is an illness linked to obesity. It was once almost unknown in children, but for those born in the U.S. in 2000, the risk of being diagnosed with Type 2 diabetes at some point in their lives is estimated to be about 30% for boys and 40% for girls.

Hormone-Free Milk in Schools

On the same day, Sarah Alexander of Food & Water Watch wrote, “Thanks to folks like you who contacted your members of Congress, participated in our School Milk Days of Action, and contacted your local schools, our nation's schools will not become the dumping ground for milk produced with artificial growth hormones.”

The artificial growth hormone in question is recombinant bovine growth hormone (rBGH), which has raised health concerns around the world. The documented increase of infections in dairy cows injected with rBGH necessitates an increased use of antibiotics and there are ongoing questions about links to cancer. Most of the industrialized countries in the world have banned the hormone.

Here are a few highlights from Food & Water Watch’s School Milk Campaign:

• Over 30,000 petition signatures were delivered to Congress
• School Milk Campaign activists made over 2,000 calls to Congress
• Hundreds of schools across the country were contacted about their milk, directly influencing three schools to go rBGH-Free
• The Healthy School Milk or Bust road trip hit seven key states, raising visibility of this issue with the media, consumers and congressional staff

If you’d like to take action to get rBGH-free milk into your local school go to: Food & Water Watch

To view previous posts on the topic of food ads aimed at children go to:

1. Junk Food Ads are Prevalent on TV Programs for Kids
2. Yale Study: TV Ads Contribute to Obesity in Children
3. Ads Make Junk Food Sound Healthy for Kids
4. Selling to Kids
5. Food Giants Still Marketing Junk Food to Kids
6. Kellogg to Limit Selling Junk Food to Kids

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