Kraft Foods' efforts to market to kids are coming under the scrutiny of the Children's Advertising Review Unit. CARU, the children's unit of the advertising industry's self-regulation program, is
concerned about a Kraft TV spot for one of its lunch products that it fears delivers the wrong message. The spot focuses on the chicken pieces in Kraft's Lunchables Chicken Shake-Ups, which let kids
shake BBQ or nacho cheese flavors on chicken nuggets, and does not feature other food items that would show a balanced diet. CARU said it was concerned that kids watching might think that chicken
alone constitutes a balanced meal. The marketer has agreed to show food from four of the five food groups in its future advertising, but the incident is not Kraft's only run-in with CARU. Earlier
this month, the marketer agreed to add a prominent disclosure on its promotions home page that proofs of purchase are required for entry into its Cheesiest Kid in America 2005 contest after a CARU
review. Also, in a separate development, Kraft Foods Global, Inc., agreed to discontinue a Post cereal print ad that focused on a premium, Postokens, and not the product. The ad appeared in the
September 2005 edition of
Sports Illustrated for Kids.
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