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Kellogg’s now partnering with US milk cartel in new ad campaign

January 26, 2012

For years we have all seen the “Got Milk” ads, where some one has a milk mustache in the ad. This ad campaign has featured numerous celebrities from the sports world, cultural entertainment world and even the political world.

Now the Got Milk campaign is using commercial icons that will be targeting children. The breakfast cereal giant Kellogg’s is partnering with the National Fluid Milk Processor Promotion Board to promote milk with breakfast cereal, particularly over-sweetened breakfast cereals such as Frosted Flakes and Rice Krispies.

The ad campaign partnership was announced this week through MIBiz in their weekly e-newsletter. Actually, MiBiz did not announce the campaign, they just provided a hyper-link to a Media Release by Kellogg’s. The Media Release states in part:

“At Kellogg’s, we know that a bowl of cereal and milk is a great, nutritious way to start your day,” said Doug VanDeVelde, Kellogg SVP of marketing and innovation-ready-to-eat cereal. “So, it just made sense to bring our two brands together in a fun way while continuing to engage moms about the many nutritional benefits of cereal with milk. In fact, this dynamic duo delivers 10 important nutrients to kid’s diets.”

Despite the rather benign notion of breakfast cereals and milk, this ad campaign should certainly be scrutinized by parents and citizens alike.

Using cartoon characters like Tony the Tiger and Snap, Crackle & Pop, is a decades-long strategy to market food-stuff to children. This tactic of marketing highly sweetened cereals to children was supported by recent reports from the Yale Rudd Center for Food Policy & Obesity.  Much of this research and that noted by the Campaign for Commercial Free Childhood notes that this kind of marketing to children has contributed to the current epidemic of childhood obesity.

In addition, the campaign continues to cover up what the function of the National Fluid Milk Processor Promotion Board. This board oversees the National Fluid Milk Processor Promotion Program, which came about as a result of the Fluid Milk Promotion Act of 1990. This federal act essentially was a mechanism to provide funding for generic advertising for milk in order to expand the market…….ie, it was a way for milk producers/processors to make more money.

The expanding of markets for the milk industry has had a major impact in how milk is produced. With the push for increased milk production the industry created rBGH, a bovine growth hormone that has created serious consequences for the cows that are injected with the hormone and for humans who consume rBGH milk. The US FDA allows rBGH milk to be sold in the US, but Europe has banned rBGH milk from the US because of the human health risks of its consumption. Monsanto developed rBGH and went to great lengths to keep the human health risks hidden from the public.

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