Post Foods, LLC Working to Provide Even Better Breakfasts for Kids

Cereal Corporation Announces Nutritional Changes to Pebbles Brand

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Dec 23, 2010, 12:21 ET

PARSIPPANY, N.J., Dec. 23, 2010 /PRNewswire/ -- Post Foods, LLC, the makers of Fruity and Cocoa Pebbles, announced plans today to improve its most popular kids' cereals in its ongoing effort to address the rise in nutritional concerns among American consumers.

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Beginning in January, Post Fruity and Cocoa Pebbles cereals will have a lower sugar content of 9 grams per serving. In addition to lowered sugar levels, all Pebbles varieties are also Cholesterol Free, an Excellent Source of Vitamin D, Low Fat and provide 10 Essential Vitamins and Minerals.

Fruity and Cocoa Pebbles, rice-based cereals, will also be certified as Gluten Free, a relatively unique distinction in the cereal category. In response to increased concerns over celiac disease and products containing wheat gluten, the brand went through a rigorous process to achieve Gluten Free status on both Fruity and Cocoa Pebbles products.

"Post Foods is dedicated to providing both nutritious and delicious cereals for people of all ages, and we're pleased to announce improvements to the Pebbles brand that will assist in our ongoing efforts to improve kids' nutrition," said Bart Adlam, President of Post Foods. "By lowering our sugar content and providing Gluten Free certification, we hope moms feel confident serving a cereal that combines the fun and heritage of Bedrock with great taste that kids love."

Additionally, Post Foods is working as part of the Children's Food & Beverage Advertising Initiative (CFBAI), a program launched by the Council of Better Business Bureaus to help tackle the issue of childhood obesity by changing the mix of advertising messages directed to children under 12 to include healthier choices. A report released Dec. 15th by the CFBAI shows Post Foods is demonstrating compliance with our pledge to advertise healthier foods to kids under 12.

"This is a wonderful holiday present for consumers - iconic cereals with the same great taste but lower sugar content," said Elaine Kolish, Vice President and Director of the CFBAI. "We commend Post Foods for its commitment to making and advertising healthier choices for kids. This is one more great example of how the commitment to self regulation and responding to consumer needs is making a difference in children's advertising."

About Post Foods, LLC

Post Foods, LLC, a subsidiary of Ralcorp Holdings, is the manufacturer of iconic ready-to-eat cereal brands including Pebbles, Honey Bunches of Oats, Post Grape-Nuts, Post Shredded Wheat, Honeycomb, Post Great Grains, and other great tasting cereals. For more information, please visit www.postcereals.com.

About the Children's Food and Beverage Advertising Initiative

The Council of Better Business Bureaus launched the Children's Food and Beverage Advertising Initiative in November 2006 to shift the mix of advertising messaging directed at children to encourage healthier dietary choices and healthier lifestyles. The 17 participants of the CFBAI are Burger King Corp.; Cadbury Adams USA LLC; Campbell Soup Company; The Coca-Cola Company; ConAgra Foods, Inc.; The Dannon Company; General Mills, Inc.; The Hershey Company; Kellogg Company; Kraft Foods Global, Inc.; Mars Snackfoods US, LLC; McDonald's USA, LLC; Nestle USA; PepsiCo, Inc.; Post Foods, LLC; Sara Lee Corporation and Unilever United States. For more information about the Children's Food and Beverage Advertising Initiative and to view the pledges of the participants visit:

www.bbb.org/us/children-food-beverage-advertising-initiative

SOURCE Post Foods, LLC