Corporate giants assure healthier food for schools

As a measure to promote healthier eating habits among children, former President Bill Clinton and nation's five leading food manufacturers voluntarily resolved to market school snacks that meet new nutrition guidelines.

The latest nutrition guidelines have been designed jointly by the William J. Clinton Foundation and the American Heart Association, an Alliance for a Healthier Generation. The initiative eyes on cutting down the rising problems of childhood obesity which the U.S. society is facing lately.

The association will promote food items that contain low sodium content, bring down sugar content and market single-size portions for foods and snacks in schools.

These items will also be made available at vending machines, la carte lines, snack carts and fundraisers.

The five companies taking part in the alliance are Campbell Soup Co., The Dannon Co., Kraft Foods Inc., Mars Inc. and PepsiCo Inc.

According to the voluntary deal, the schools will be discouraged from stocking foods which have a high fat, salt and/or sugar content. This step will limit the fat content in school food to 35% of the total calories. Moreover, primary or elementary schools will have a limit of 150 calories on each non-nutritious snack.

While such voluntary action may cost some companies heavily, they are still ready to accept the challenge. As for Frito-Lay potato chips, the change will mean reformulating some products or introducing new lines of healthier snacks for kids.

Spokesman for PepsiCo, owner of Frito-Lay, Charles Nicolas disclosing the company’s plans said, “We're going to change a few recipes so that more snacks meet these guidelines.” The company already markets products like baked potato chips and reduced-sugar chewy bars that match the new nutrition standards.

However, according to critics, the new guidelines being voluntary will have a little impact. Gary Ruskin, executive director of Commercial Alert said, "The Clinton deal is a sham and a public-relations stunt.

It is entirely voluntary. The industry can back away from the deal tomorrow." Commercial Alert is a non-profit advocacy organization that fights against marketing and selling junk food and soda to kids in school.