Children's Food & Beverage Advertising Initiative (CFBAI)
Keurig Dr Pepper Joins CFBAI
Arlington, VA – Children’s Food and Beverage Advertising Initiative (CFBAI) is pleased to welcome Keurig Dr Pepper (KDP) as the newest program participant. Earlier this year, KDP agreed to advertise only foods that comply with CFBAI’s Uniform Nutrition Criteria in advertising directed to children under age 12. KDP’s CFBAI pledge went into effect in July 2019.
Starting with 10 companies in 2007, CFBAI now includes 19 leading companies as participants. In agreeing to follow CFBAI’s Core Principles, participants commit to encouraging healthier dietary choices by advertising only foods that meet CFBAI Uniform Nutrition Criteria in media primarily directed to children under 12, or to not engage in child-directed advertising at all.
“Keurig Dr Pepper has long been committed to responsible advertising to children. By joining CFBAI, we are furthering our commitment by aligning with the gold standard of the industry, joining our peers from 18 of the nation’s largest food and beverage companies,” said Andrew Springate, Chief Marketing Officer, Keurig Dr Pepper.
KDP’s portfolio of products that meet CFBAI’s strict nutrition guidelines for allowed advertising to children under 12 include certain Mott’s® juice and fruit sauce products, water brands such as Deja Blue® and Core Hydration, and certain sparkling water beverages from Canada Dry and Schweppes, among others. For all other products, KDP will continue to have its own strict policy prohibiting marketing their brands in print, broadcast or online media where 25% of the primary audience is children under the age of 12.
“We are pleased that KDP has joined the program,” said Maureen Enright, VP CFBAI. “By participating in CFBAI, Keurig Dr Pepper is joining with some of the largest food and beverage and restaurant companies in the United States in demonstrating their commitment to responsible advertising and to improving the landscape of food advertising to children.”
About the Children’s Food and Beverage Advertising Initiative:
Since 2007, CFBAI has been changing the children’s food advertising landscape to include healthier products. CFBAI’s participants commit to use CFBAI’s science-based Uniform Nutrition Criteria to govern what foods they advertise directly to children under 12 or to not engage in such advertising. CFBAI’s 19 participants, representing a substantial majority of child-directed food advertising on TV, are: American Licorice Company; Burger King Corp.; Campbell Soup Company; The Coca-Cola Company; Conagra Brands, Inc.; Danone North America, PBC; Ferrero USA, Inc.; General Mills, Inc.; The Hershey Company; Kellogg Company; Keurig Dr Pepper; The Kraft Heinz Company; Mars, Incorporated; McDonald’s USA, LLC; Mondelēz Global, LLC; Nestlé USA; PepsiCo, Inc.; Post Foods, LLC; and Unilever USA. For more information about the CFBAI, visit www.bbbprograms. org/programs/cfbai/.
About BBB National Programs: BBB National Programs fosters trust, innovation, and competition in the marketplace through the development and delivery of cost-effective third-party self-regulation, dispute resolution and other programs. These programs were formerly administered by the Council of Better Business Bureaus. To learn more about industry self-regulation, please visit: BBBNP.org.