Rudd Center for Food Policy and Obesity
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Definition of Exempt Foods

Nutrition information is listed per serving, unless otherwise noted. Guidelines apply to products approved for advertising to children under 12, unless otherwise noted.

Kraft Foods/Mondelez International

These criteria apply to advertising to children ages 6-11; there are no exempt foods for advertising to children under 6 years.

Canadian Children's Food and Beverage Advertising Initiative (Canada Pledge)

Group Calories/ Portion Size Limit Fats Sugars Sodium Nutrient Content/ Additional Guidelines
100% fruit juice≤120 cal, Serving size ≤8 fl ozNot SpecifiedNot specifiedNot Specified≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein, or fiber; OR 1/2 serving of fruit, vegetables; or has a functional nutrition benefit
Refreshment beverages≤40 calNot Specified≤10g from added sugarNot SpecifiedMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR at least one of the following: ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein or fiber; OR 1/2 serving of fruit, vegetables or whole grains; OR has a functional nutrition benefit.
Specialty beverages≤100 cal≤1g sat or trans fat≤10g from added sugarNot SpecifiedMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR at least one of the following: ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein or fiber; OR 1/2 serving of fruit, vegetables or whole grains; OR has a functional nutrition benefit.
Cereals with standard 30g serving amount (when served with 1/2 cup fat free milk)≤170 cal≤30% cal from total fat; ≤10% of cal from sat fat plus trans fat≤25% cal from added sugars≤360mg sodiumMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR at least one of the following: ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein or fiber; OR 1/2 serving of fruit or vegetable; OR ≥8g whole grains; OR has a functional nutrition benefit. Must also contain at least 2.5g fiber or 8g whole grain.
Cereals with standard 55g serving amount (when served with 1/2 cup fat free milk)≤290 cal≤30% cal from total fat; ≤10% of cal from sat fat plus trans fat≤25% cal from added sugars≤480mg sodium≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein or fiber; OR 1/2 serving of fruit or vegetable; OR ≥16g whole grains; OR has a functional nutrition benefit. Must be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product. Must also contain at least 5g fiber or 16g whole grain.
Granola and cereal bars≤150 cal≤30% cal from total fat; ≤10% of cal from sat fat plus trans fat≤25% cal from added sugars≤360mg sodiumMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product. OR at least one of the following: ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein or fiber; OR 1/2 serving of fruit or vegetable; OR has a functional nutrition benefit. Must also contain at least 2.5g fiber or 8g whole grain or 10% protein.
Cookies≤100 cal≤30% cal from total fat; ≤10% of cal from sat fat plus trans fat≤25% cal from added sugars≤290mgMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein; OR 1/2 serving of fruit, vegetables or a nutritionally significant amount of whole grains (5g); or has a functional nutrition benefit. If product contains 10% Daily Value of Fiber, it may have no more than 130 total cal and no more than 35% of cal from fat.
Nuts and nut-based snacks≤200 cal≤20 g fat; ≤2g sat plus trans fat≤10% cal from added sugars≤290mgMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein; OR 1/2 serving of fruit or vegetable; or has a functional nutrition benefit.
Crackers≤100 cal≤30% cal from total fat; ≤10% of cal from sat fat plus trans fat≤25% cal from added sugars≤290mgMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein; OR 1/2 serving of fruit, vegetables or a nutritionally significant amount of whole grains (5g); or has a functional nutrition benefit. If product contains 10% Daily Value of Fiber, it may have no more than 130 total cal and no more than 35% of cal from fat.
Salted snacks≤100 cal≤30% cal from total fat; ≤10% of cal from sat fat plus trans fat≤25% cal from added sugars≤290mgMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein; OR 1/2 serving of fruit, vegetables or a nutritionally significant amount of whole grains (5g); or has a functional nutrition benefit. If product contains 10% Daily Value of Fiber, it may have no more than 130 total cal and no more than 35% of cal from fat.
Natural, feta, processed cheeses, cream cheese, cottage cheese, ricotta cheese, sour cream, sour cream dips, cheese spreads, dips, and hummus≤100 cal≤3g total fat; ≤2g sat fat plus trans fat; ≤40g cholesterol≤25% cal from added sugars≤290mgMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein; OR 1/2 serving of fruit or vegetable; or has a functional nutrition benefit.
Grated parmesan cheeseMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product
Convenient meal products250-600 cal≤30% cal from total fat; &l;10% cal from sat fat and trans fat; &l;60-90mg cholesterol≤25% cal from added sugars480-960 mgMust be one of the following: Free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product; OR ≤35% cal from fat; OR meet definition of lean or extra lean. OR must be one of the following: ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein, or fiber; OR 1/2 serving of fruit, vegetables; OR ≤8g whole grains; OR has a functional nutrition benefit AND all calorie, fat, sugar, and sodium limits listed here.
Meat and meat alternatives60-110 cal1-4g total fat; 0.5-1.5g sat plus trans fat; 15-80mg cholesterolNot specified140-480mgMust be one of the following: Free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR meets definition of lean or extra lean. OR must be one of the following: ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein, or fiber; OR 1/2 serving of fruit, vegetables; OR ≤8g whole grains; OR has a functional nutrition benefit AND all calorie, fat, sugar, and sodium limits listed here, plus ≥5g protein.
Dessert products100 cal≤30% cal from fat; ≤10 cal from sat plus trans fat≤25% cal from added sugars360mgMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein; OR 1/2 serving of fruit or vegetable; or has a functional nutrition benefit AND all calorie, fat, sugar, and sodium limits listed here.
Salad dressings80 cal≤30% cal from fat; ≤10 cal from sat plus trans fat; ≤10mg cholesterol≤25% cal from added sugars290mgMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein; OR 1/2 serving of fruit or vegetable; or has a functional nutrition benefit AND all calorie, fat, sugar, and sodium limits listed here.
Mayonnaise and Miracle Whip50 cal≤30% cal from fat; ≤10 cal from sat plus trans fat; ≤5mg cholesterol≤25% cal from added sugars140mgMust be free of or low in calories, fat, sat fat, sugar or sodium, or must have 25% less of one of these in comparison to the appropriate reference product OR ≥10% Daily Value of vitamins A, C, or E, calcium, magnesium, potassium, iron, protein; OR 1/2 serving of fruit or vegetable; or has a functional nutrition benefit AND all calorie, fat, sugar, and sodium limits listed here.