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U.S. Spotlight Index

Kellogg Company

Corporate Profile

Rank
5
Score
3.8

Product Profile

Rank
4
Score
4.9

Product Profile

Revenue Score
Baked Goods 10-20% 2.2
Breakfast Cereals 30-40% 3.3
Processed Meat and Seafood 0-10% 3.9
Savory Snacks 30-40% 2.0
Sweet Biscuits, Snack Bars and Fruit Snacks 10-20% 1.8
Company type
Publicly traded
Headquarters
U.S.
No. of U.S. employees
Not available
U.S. revenue range*
USD 5-10 billion
* Source: Euromonitor International, 2017.

Nutrition

5
3.8

Corporate Profile

  • Governance

    Overall scores
    Rank 4
    Score4.354
    Scores per criterion
    Criterion Absolute score Weighted score
    Strategy 5.729 1.907757
    Management 4.333 1.442889
    Reporting 3 0.999
    Average scores
    Lowest 0.347
    Average 3.4163
    Highest 7.203
  • Products

    Overall scores
    Rank 5
    Score3.642
    Scores per criterion
    Criterion Absolute score Weighted score
    Formulation 2.701 1.3505
    Profiling 4.583 2.2915
    Average scores
    Lowest 0.084
    Average 3.168
    Highest 7.452
  • Accessibility

    Overall scores
    Rank 1
    Score2.946
    Scores per criterion
    Criterion Absolute score Weighted score
    Pricing 2.844 1.422
    Distribution 3.049 1.5245
    Average scores
    Lowest 0
    Average 0.6996
    Highest 2.946
  • Marketing

    Overall scores
    Rank 6
    Score3.694
    Scores per criterion
    Criterion Absolute score Weighted score
    Policy (all) 4.007 1.00175
    Compliance (all) 0 0
    Policy (children) 7.436 1.859
    Compliance (children) 3.333 0.83325
    Average scores
    Lowest 0.704
    Average 3.879
    Highest 6.98
  • Lifestyles

    Overall scores
    Rank 5
    Score5.132
    Scores per criterion
    Criterion Absolute score Weighted score
    Employees 4.313 1.436229
    Breastfeeding 7.5 2.4975
    Consumers 3.583 1.193139
    Average scores
    Lowest 0
    Average 4.148
    Highest 7.38
  • Labeling

    Overall scores
    Rank 5
    Score6.25
    Scores per criterion
    Criterion Absolute score Weighted score
    Facts 6.25 6.25
    Average scores
    Lowest 1.25
    Average 5.75
    Highest 8.75
  • Engagement

    Overall scores
    Rank 3
    Score4.688
    Scores per criterion
    Criterion Absolute score Weighted score
    Lobbying 1.666 0.833
    Stakeholder 7.709 3.8545
    Average scores
    Lowest 0.833
    Average 3.4706
    Highest 5.542

Main areas of strength

• Kellogg ranks fifth on the U.S. Index Corporate Profile with a score of 3.8 out of 10 and is tied for fourth on the U.S. Index Product Profile with a score of 4.9 out of 10.
• The company published its Kellogg Nutrition Milestones document, which clarifies how the various aspects of its nutrition strategy relate to its central business strategy. The document provides specific and extensive information on the company’s commercial programs, as well as on its participation in food insecurity programs and its support for public health and nutrition programs in the United States.
• Relative to other companies, Kellogg performs best on its approach to the affordability and accessibility of healthy products in the United States by expressing clear commitments to address these issues in its Milestones document. Despite leading on Category C, the company’s low score illustrates a clear need for Kellogg and all other companies to increase their focus on priority populations whose access to healthy food is constrained by low income or geographic factors.
• Kellogg’s approach to responsible marketing is codified in a policy that includes a wide range of commitments covering marketing to all consumers, as well as specific commitments regarding marketing to children.
• Through various programs and Kellogg’s Healthy Beginnings website, the company provides nutrition education on a wide variety of relevant topics, including on the benefits of exclusive breastfeeding and of safe, timely and adequate complementary feeding. In addition, the company has a policy formalizing its commitment to supporting breastfeeding among its employees, including paid leave arrangements.
• Kellogg interacts extensively with U.S. stakeholders to inform and improve its nutrition strategy, as well as on public health and nutrition programs.

Priority areas for improvement

• Kellogg was estimated in the Product Profile to generate 22% of 2016 sales from healthy products (defined as a Health Star Rating (HSR) of 3.5 or more) and 6% of its 2016 sales from products that meet World Health Organization (WHO) Euro criteria for marketing to children. Kellogg does not disclose the percentage of products it considers healthy in the United States, but it does disclose that 18% of its products meet Children’s Food and Beverage Advertising Initiative (CFBAI) standards. The Product Profile found that 8% of its products were suitable to be marketed to children. Kellogg should step up its efforts to reformulate products to make them healthier.
• Kellogg should define and disclose a clear definition of healthy products, aligned with national and international guidance. A full Nutrient Profiling System (NPS) should be the basis of that definition, guiding the company’s reformulation efforts. Kellogg should define a comprehensive set of reformulation targets, covering all U.S. products and all relevant nutrients, such as salt/sodium, added sugars, saturated fat and fruits and vegetables.
• Kellogg describes its strategy as being focused on building a progressive health portfolio, but it does not disclose a comprehensive set of concrete objectives to show how it will achieve this goal. It should do so and report formally on its U.S. approach and progress.
• Kellogg should focus its affordability and accessibility initiatives more explicitly on healthy products and clarify how it addresses priority populations in the United States.
• The company should start auditing its compliance regarding marketing to all consumers and further extend its commitments on marketing to children in and near schools and other places where children gather. Further, to address concerns about ‘copy-cat’ products, Kellogg should ensure that all products sold under the Smart Snacks in School regulation meet the same nutrition standards everywhere, including those products that are sold through other channels with a similar ‘look and feel’.
• Kellogg does not make a commitment to only lobby in support of measures to support public health. The company should, at a minimum, make a commitment to not lobby against measures to support public health and disclose more information about its lobbying activities.

Improving nutrition for all

The Access to Nutrition Index rates food and beverage manufacturers´ nutrition-related policies, practices and disclosures worldwide on a recurring basis.

Contact

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The Netherlands
+31 (0)30 410 09 16

info@accesstonutrition.org

Funders

Bill & Melinda Gates Foundation

Ministry of Foreign Affairs

Robert Wood Johnson Foundation

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