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Healthy Partnership Between Kellogg and Retailers Goes Nationwide

BATTLE CREEK, Mich. -- Leading CPG manufacturer Kellogg Co. here is in the midst of rolling out its Healthy Beginnings program to more than 70 grocery retailers nationwide, to help consumers better understand how to improve their health.

Retailers ranging from major chains such as Kroger and Albertsons, to smaller companies such as Ukrop's Super Markets and Rouses Markets, have signed on to participate. The first leg of the nationwide rollout began in February and will continue through May.

Kellogg's Healthy Beginnings was successfully pilot-tested in 2005, and has been substantially expanded to provide consumers across the country with educational information and free health screenings and assessments focused on heart health, digestive health, and weight management.

At participating stores, shoppers can:

-- Participate in a free health screening -- a $25 value that includes a cholesterol test, blood pressure check, dietary fiber intake assessment, heart health assessment, and BMI screening;

-- Receive a free booklet containing helpful information and easy-to-use health assessment tools;

-- Collect valuable coupons and product samples of Kellogg's Healthy Beginnings brands; and

-- Receive a complimentary "food ruler" with nutrition information to help consumers easily apply the new FDA Food Pyramid guidelines.

"We're pioneering this program on behalf of Kellogg's to help retailers cross-promote grocery and pharmacy," explained Daniel Moore, spokesman at Collins Youngclaus Health & Wellness Marketing, the firm that is managing the Healthy Beginnings program on behalf of Kellogg. "We believe that a better understanding of nutrition and education, along with exercise, go hand in hand in promoting healthy lives and management and prevention of disease," he told Progressive Grocer.

The Kellogg's Healthy Beginnings brands include Kellogg's Smart Start Healthy Heart, Frosted Mini-Wheats, Special K, and All-Bran.

The Kellogg's Healthy Beginnings program will be offered by major food retailers nationwide through May, with a second wave of events scheduled to take place in the fall.
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