Health & Wellness: The Kellogg’s Way !

Rimi Obra-Ratwatte BSc (Hons) MSc RPHNutr

Senior Nutrition Business Partner

FDIN Wellness Seminar: B’ham October 16th ‘08

Battle Creek Michigan: The Road To Well-ville…

Where OurStoryBegins….

Kellogg’s: Over 100 year Heritage!

• 1906: The Kellogg Company was founded by W.K Kellogg and Dr.John Harvey Kellogg, in Battle Creek Michigan. Founding principle: “A company of dedicated people making Quality products for a Healthier world”.

• 1910: Introduction of pasteurization of milk, the cereal business expanded. Kellogg's Bran Flakes ® and All Bran® cereals introduced in 1915 and 1916.

• 1920s:Kelloggs exported cereal to England.In 1923, Kellogg hired the first Dietitian to work in the food industry.Kellogg introduced cereals in individual servings for use in hospitals, hotels and rail dining cars. Kellogg's Rice Krispies® launched in 1928.

Kellogg’s: Over 100 year Heritage!

• 1938: Production began in Manchester UK.The first fortified cereals were marketed.

• 1978: 2nd plant at Wrexham began production.

• Today:.Kellogg’s is a leading food company 40 different breakfast cereals. 230,000

tonnes of cereals produced every year in UK! 30 different snack products.

• The cereal industry in UK Worth £1.26 billion. Kellogg’s manufactures 7 out of top 10 brands Kellogg’s is the market leader, at 41% share.

Kellogg’s: Leading Food Company

Kellogg’s: Vehicles to Wellbeing

FSA 8 Top Tips For Eating Well:

• Base meals on Starchy foods

• Eat lots of Fruit & Veg

• Eat more Fish

• Cut down on Sat Fat & Sugars

• Try to eat less Salt (<6g/day)

• Get Active and try to be a Healthy Weight

• Drink plenty of Water

• Don’t skip Breakfast!

Benefits of Breakfast?

• Research shows that people who eat breakfast cereal are healthier: Have a healthier body weight and lower BMI! Better nutrition:

Higher CarbohydrateLower Fat and Sat FatHigher Fibre

Better micronutrient intakes/status:Leading source of IronSignificant source of B-vitamins, Folic Acid

Lower Cholesterol Greater milk consumption: 40%!

• Breakfast eaters mood and cognition: Lower stress Better performance

Sipping Data: Taylor Nelson and Sofres (TNS) Family Food Panel 2003

Put Your Hands Up! …..Who Is Skipping?

1 in 5 Adults6.2 million Men skip breakfast 4.3 million Women skip breakfast

1 in 6 Children1.7 million Children aged 0-5 skip breakfast 1.4 million Children aged 6-10 skip breakfast 2.3 million Children aged 11-16 skip breakfast

Expenditure on Confectionary: Raisingkids.co.uk Survey, August 2007

Who Is Skipping?

1 in 6 Children Skip Breakfast Everyday!

UK kids spend £413millionduring the school year on sweets, crisps, and fizzy drinks eaten on The way to school.

Plethora of research shows a direct link between skippingbreakfast and increasedpropensity to weight gain and compromised micronutrient intake.

Kellogg’s: Nutrition & Health Cornerstone

• Founding principle remains alive and well today!

• UK, European and Global Science & Nutrition experts.

• Go beyond Nutrition to Health & Wellbeing which is fingerprinted on all products, promotions, formulations marketing and advertising.

• Kellogg’s products and promotions provide vehicles to enable our consumers to live a healthier life!

Kellogg’s: Nutrition & Health Cornerstone We are committed to providing our consumers with a broad choice of

quality food products that can be enjoyed as part of a balanced diet.

We believe that all foods have a place in the diet with balance and moderation, and that regular activity, together with a balanced diet, is integral to a healthy lifestyle.

We believe that enjoyment and appeal of our products are essential if they are to make a nutritional contribution to the diets of consumers. This is key within sustainable behavioural change.

We keep abreast of, and also work collaboratively to generate ongoing scientific advancements in nutrition and food research. We use this to develop new products and enhancing existing ones to benefit our consumers.

We endeavour to provide our consumers with nutrition information and education so that they can easily make informed food choices.

Kellogg’s : Marketing & Advertising

Kellogg’s Global Marketing Code = commitment to advertising in a responsible manner.

Kellogg’s includes a balanced diet / exercise messages in all adverts.

Headstarters website encourages nutrition and health literacy amongst children.

Support Media Literacy education for children “Media Smart”.

Family focussed promotions encourage and support active lifestyles

Kellogg’s : Promoting Active Living!

750,000 Pedometers in 2006

50,000 Personal Trainers in 2005

700,000 Free Swims 2008

Kellogg’s : Promoting Active Living!

• Helping to make activity, fun, measurable, rewarding and sustainable for families.

• Pedometer for bikes (records speed, distance and includes a stopwatch).

• Token collection for Free pedometer or code collection to obtain at reduced price.

• Cycle rout maps on website in UK & Ireland.

• Cycle 10 challenge if cycled 10miles in 1 week to enter competition to win a new bike.

• Free cycle safety check with Halfords. 275,000 Given Away 2007

Amateur Swimming Association

11 year sponsorship in 2008:-The Kellogg’s ASA Awards scheme-Kellogg’s Swim Active removing barriers to participation-Team Kellogg’s

“Grass roots to Gold medals”

Kellogg’s : Education & CSR

13M ASA Awards over 11 yearsSince 2006: 50,000 reluctant swimmers in the water as a result of the Swim Active project

Sam Hynd Beijing Paralympics Gold medallist !

Kellogg’s : Education & CSR

Breakfast Clubs 10Yrs of Investment! • Since 1998, Kellogg’s has invested £1million

worth of resources in the development of a networkof Breakfast Clubs throughout the UK called “Breakfast Clubs Plus” via a partnership with leading education charity ContinYou.

• More than 1 million breakfasts being served at breakfast clubs supported by Kellogg’s and ContinYou each year.

• Breakfast Clubs Plus provides a support service for setting up or improving a club. The clubs provide educational, social and nutritional benefits e.g. Punctuality, Readiness for learning, Socialising. This has an accumulative effect.

• Kellogg’s and ContinYou reward best practice in breakfast clubs for catering staff, teachers and pupils.

• Annual breakfast clubs awards showcase good practise

• 2008 – established the first ever national register of breakfast clubs

Kellogg’s : Education & CSR

Kellogg’s : Labelling & Packaging

• Kellogg’s was the first company to print nutrition messages and recipes on pack in the 1930s!

80yrs of Nutrition Messaging!80yrs of Nutrition Messaging!

Kellogg’s : Labelling & Packaging

Kellogg’s : Labelling & Packaging

* FDF figures March 2008

2006 May 2006 May

2005April2005April

2007 June 2007 June

The GDA counterlaunchedSimilar to RDA’s Per serving.

2008 March 2008 March

Revised Format toGDA lozengesIn conjunction withother 5 leadingmanufacturers for a harmonised approachSimilar to RDA’s Per serving.

Kellogg Global RollOut of GDAKellogg’s Markets

GDA Critical Mass*GDAs used in all 27 EU Member States.GDAs now adopted by 64* companies (6 retailers, 3 foodservice, 2 convenience store chains and 53 manufacturing companies) In UK GDAs are the most consistent and widely available front of pack signposting system.

Kellogg’s : Labelling & Packaging

Consumer Understanding?• September 2008:

EUFIC Pan European Research France, Germany, Sweden, Poland and Hungary.

• n = 2000 for UK• 90% said they had seen GDAs before.• 89% recognized them as a maximum rather than a target to reach. • MTLs understanding “is characterized by some exaggeration of the meaning

of the colours and a lack of understanding that the system is applied per 100 per cent.”

• 73% respondents wrongly thought that the red colour indicated avoidance, rather than that it is fine to eat the product occasionally or as a treat.

Kellogg’s : Labelling & Packaging

Kellogg’s Bran Flakes

Launched 1915!

Harnesses all the science on Bran Fibre.

Fibre = so much more than digestive health.Broadening health messaging to broadenappeal.

Studies indicate respondents significantly felt healthierand had increased propensity to eat morehealthily during the rest of the day!

Kellogg’s : Innovation & Renovation

10yrs Of Salt Reduction! NB: Breakfast Cereals only contribute <5% in diet

Kellogg’s Corn Flakes• Now has 25% less salt than before• Tastier than before

Kellogg’s All Bran• Now has 55% less salt than before• Reduced twice in 2yrs

Kellogg’s All Bran Bran Flakes• Now has 37% less salt than before

Kellogg’s Special K• Now has 47% less salt than before

Kellogg’s : Innovation & Renovation

• Effective Partnering on driving Salt awareness

Kellogg’s : Innovation & Renovation

Complete HVO Removal!

Since 2006 All products are HVO free to minimise TFAs.

Replaced with non hydrogenated LT3 fat.

Rigorous shelf life testing.

Kellogg’s : Innovation & Renovation

Kellogg’s Special K Sustain

From science to shelf!Launched 2006.Harnesses science on Fibre + Protein.

80% respondents agreed it helped themfeel less hungry.

Nutrition science helps to deliver innovativeproduct “enablers” in order to allow consumers to achieve their healthy living goalsin an enjoyable way.

Evolution and translation of “Wellness” for shape watching consumer segment invested in Low Fat products which support Satiety.

Kellogg’s : Innovation & Renovation

Kellogg’s Fruitabu Snacks

Launched 2008.

Dept Of Health endorsement for 5ADay.

Consumer-centric: Taste, Convenience & Health in a single propositions!

Kellogg’s : Innovation & Renovation Future Challenges?

Innovations and Renovations are a driving force behind our founding principle of “Quality foods for a healthier world”.

Ultimately, the taste and acceptance of foods remains of absolute importance if our products continue serving as vehicles to sustainable behaviour change.

Renovations may reach levels where formulations are at a critical level of acceptance. For increased renovations, new ingredients and technologies may need to be employed in the future.

www.kelloggshealthzone.co.uk

Kellogg’s CareLine - 0800 626066

18,000 Registered Health Care Professionals !!

Kellogg’s : HCP & Patient Support

Kellogg’s : Science

• People who eat Breakfast Cereals

are slimmer than those who don’t!

Thank You!

EMAIL:

Rimi.Obra-Ratwatte@Kellogg.com

FDIN Wellness Seminar: B’ham October 16th ‘08