Latina moms often have final say over family meals—marketers know this.
Kellogg Co., the name behind brands like Fruit Loops, Pop-Tarts, and Eggo Waffles, has a new digital marketing campaign,
Días Grandiosos, that targets Latina moms online and on social media like Facebook and Pinterest with recipes they tout as
saludable (healthy).
But many of their meals are high in sugar and salt—NOT
saludable.
Tell Kellogg to stop pushing Latina moms to give their kids unhealthy, sugary foods, and instead add more healthy options!
Almost all the campaign’s recipes—19 of the 29 recipes on its website—qualify as desserts based on their high sugar content, according to an independent nutritionist. Like:
- Five recipes using Rice Krispies and marshmallows;
- Cookies made with sugar, butter and crushed Pringles chips; and
- Ice cream stuffed in an Eggo waffle “taco shell.”
Even when the campaign website encourages exercise and cultural and family values, kids often are shown eating foods like Frosted Flakes, which is very high in sugar.
Latina moms care about healthy kids and want healthy recipes that celebrate their culture.
Tell Kellogg: Kids don’t need an “ice cream taco” to make life
grandioso. Dear Kellogg Co.:
We salute your commitment to ensuring more families start the day by fueling-up with breakfast.
More specifically, the articles and stories catered to Latina moms and their families on your Spanish-language website, Dias Grandiosos, are a favorable nod to Hispanic culture.
We also acknowledge that targeting Hispanic families with Kellogg’s products is good for business, considering the growth of the Latino population, their spending power and media exposure.
However, Latino families need healthy food options—rather than the largely unhealthy recipes promoted to them on the Dias Grandiosos website.
Studies find that food and beverage marketing influences Latino kids’ diets and disproportionately focuses on unhealthy products. As a large food company, you have the opportunity to be part of the solution or a part of the problem.
Dias Grandiosos is sending mixed messages to Latinas and their families about healthy eating.
In fact, 19 of the 29 recipes highlighted on your website qualify as desserts based on their high sugar content, according to an independent nutritionist.
Even when the campaign website encourages exercise and cultural and family values, kids often are shown eating foods like Frosted Flakes and other high-sugar cereals.
I am a stakeholder who works hard to help children eat nutritious foods and drinks and get more physical activity, to help them reduce their risk of obesity and associated diseases.
I view unhealthy food marketing as a serious issue, and therefore would ask that Kellogg Co. stop pushing Latina moms to give their kids unhealthy, sugary foods, and instead add more healthy options.
[Your comment here]
Latina moms care about healthy kids and want healthy recipes that celebrate their culture, not hawk sugar and non-nutritious food that contribute to obesity.
Our children and the food marketing landscape will benefit from your leadership on this issue.
Sincerely,
[Your name]
