... separate nutritional standards for each of ten product categories, taking effect no later than December 31, 2013.
Which in real terms means that after that date member companies will not advertise to children any foods that do not meet the CFBAI criteria.
The ten product categories are: juices; dairy products; grains, fruits and vegetable products; soups and meal sauces; seeds, nuts, nut butters and spreads; meat, fish and poultry products; mixed dishes; main dishes and entrees; small meals; and meals. Each category has its own set of criteria, such as:
- Juices. For juices, no added sugars are permitted, and the serving must contain no more than 160 calories.
- Dairy. This category includes products such as milk and yogurt. For ready to drink flavored milk, an 8 fluid ounce portion is limited to 24 grams (g) of total sugars. For yogurt products, a 6 ounce portion is limited to 170 calories and 23 grams of total sugars. These sugars criteria include both naturally-occurring and sugars added for flavoring.
- Grains, fruits and vegetable products (and items not in other categories). This category includes products such as cereals, crackers and cereal bars. Foods with ≤ 150 calories, such as most children’s breakfast cereals, must contain no more than 1.5 g of saturated fat, 290 milligrams (mg) of sodium and 10 g of sugar (products with > 150−200 calories get proportionately higher limits). Foods in this category also must provide ≥ ½ serving of foods to encourage (fruits, vegetables, non- or low-fat dairy, and whole grains) or ≥ 10% of the Daily Value of an essential nutrient.
- Seeds, nuts, nut butters and spreads. Foods in this category, which includes peanut butters, must have no more than 220 calories, 3.5 g of saturated fat, 240 mg of sodium and 4 g of sugar per 2 tablespoons. Foods in this category also must provide at least one ounce of protein equivalent.
- Main dishes and entrees. Foods in this category, such as canned pastas, must have no more than 350 calories, 10 percent calories from saturated fat, 600 mg of sodium and 15 g of sugar per serving. Foods in this category also must provide either ≥ 1 serving of foods to encourage or ≥ ½ serving of foods to encourage and ≥ 10% of the Daily Value of two essential nutrients.
The new rules are based on "food science" and US dietary guidelines, and "fill in gaps" in its current system by establishing category-specific limits for calories, saturated fat, transfat, sodium and total sugars. Plus requirements for "nutrition components to encourage."
The new rules also eliminate companies' ability to define products as acceptable for advertising based solely on a product's meeting a "reduced" claim ("25% less sodium") or being marketed in portion-controlled packages (eg: "100-calorie").
According to CFBAI vp/director Elaine Kolish, the new criteria "represent a huge step forward, further strengthening" major food/beverage companies' voluntary efforts to improve the nutrition of the foods they advertise to kids.
The standards are designed to include "challenging yet feasible" goals, and to take into account "the real-world difficulties of changing recipes of well-known foods," as well as to encourage development of new products with less sodium, saturated fat, sugar and calories, CFBAI says.
The standards also "recognize the inherent differences in food categories and their roles in the diet."
Factual data only is sourced from the original attributed article. The data is then enhanced by additional research and comment.