Rudd Center for Food Policy and Obesity

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.

Royal Frieslandcampina

EU Pledge (EU Pledge)

Foods permitted to be advertised will be defined by The Food Profiler System. Food Profiler is a scoring system on the basis of the score, not as threshold values, as also used by Dannon for the purposes of the EU Pledge. More information can be found on

Group Calories/ Portion Size Limit Fats Sugars Sodium Nutrient Content/ Additional Guidelines
Not Specified≤35% cal from fat; ≤10% cal from sat fat; ≤2% cal from trans fat≤12% cal from added sugar≤120mg per 100 kcal40mg/100 kcal calcium; ≥0.8mg/100 kcal iron; ≥1.3g/100 kcal fiber; ≥7% poly-unsat fatty acids