The Kellogg Company says it has agreed to raise the nutritional value of cereals and snacks it markets to children.

The world's largest cereal maker says it won't promote foods in TV, radio, print or website ads that reach audiences at least half of whom are under age 12 unless a single serving of the product meets these standards:

• No more than 200 calories.
• No trans fat and no more than 2 grams of saturated fat.
• No more than 230 milligrams of sodium, except for Eggo frozen waffles.
• No more than 12 grams of sugar, not counting sugar from fruit, dairy and vegetables.

Kellogg said it would reformulate products to meet these criteria or stop marketing them to children under 12 by the end of 2008.

Kellogg Canada will continue its practice of not advertising to children under 6.

Kellogg says its new internal standard -- what it's calling "the Kellogg Global Nutrient Criteria" -- will apply to all of its products marketed to children under age 12 around the world.

The criteria will also guide future product development.

Those products that don't meet the criteria (almost 50 per cent of Kellogg products currently marketed to children worldwide) will either be reformulated to meet the criteria or will no longer be marketed to children under 12.

For foods that don't meet the criteria, Kellogg will not use licensed characters on the front of food packs or in advertisements, nor will they create foods shaped like licensed characters, subject to existing contracts.

That does not apply to marketing characters Kellogg owns, such as Tony the Tiger, but does apply to characters the food company licenses, like the cartoon figure Shrek.

These initiatives are consistent with the Report of the Standing Committee on Health on childhood obesity released in March, which includes among its recommendations simple, front-of-pack labelling and improved regulations on children's food advertising.

"The development of these initiatives was well underway at the time the Report was released and solidifies Kellogg Canada's leadership in nutrition," said François Rouilly, president and chief executive officer, Kellogg Canada.

"We're taking these steps to address increasing concerns about marketing to children and further strengthen our commitment to responsible marketing," said Rouilly.

With 2006 sales of almost US$11 billion, Kellogg is not only the No. 1 cereal-maker but also a leading producer of snack foods. Its brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Nutri-Grain and Kashi.

All advertising for foods and beverages in Canada is subject to industry self-regulation. The exception is Quebec, where advertising to children is not permitted.