Kellogg announces new nutrition labelling

With pressure to focus less on marketing to children, and more on nutrition, Kellogg has announced a new approach to nutrition labelling on its cereals. Up to this point both Kellogg and General Mills have each been using a complex set of symbols to depict nutrition content of cereals, but it was a little to complicated for most consumers. Kellogg is simplifying things with its new Guideline Daily Amounts that appear on the front of the package, and convey key nutritional facts.

While simpler, the new labelling still assumes some basic understanding of key nutritional concepts by consumers. Savvy purchasers will find the information convenient, but for those who are confused by nutrition (or simply don't care) it is doubtful to make an impact.

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