Kraft, the United States' largest branded food and beverages company has reported on the progress made on its global health and wellness initiatives announced last July. Responding to the growing concerns on obesity and in compliance with the FAO's directive on the issue, the company had formed a Worldwide Health & Wellness Advisory Council last year comprising of 10 recognized experts from key disciplines such as nutrition, public health, human behaviour and lifestyle education. The council's focus includes spotlight on changing patterns in diet, activity and weight, and render help in shaping the company's concerned policies. "Our ongoing actions are part of a broader societal response to growing health and wellness concerns, including obesity," said Roger K. Deromedi, Chief

Executive Officer of Kraft Foods. "It's going to take a comprehensive approach that involves many sectors of society to truly accelerate the change that's needed. We're ready, as are many other food companies, to collaborate and cooperate with governments, policy experts, industries and communities around the world." As part of its numerous strategies implemented towards achieving the aim, Kraft has announced that it had reduced or changed the fat content in about 200 existing, individual products in North America, which contributes 5 per cent to its annual North American product volume According to the company, this would eliminate more than 30 billion calories from the 200 reformulated products on an annual basis. Further, in compliance with the U.S. Food & Drug Administration's (FDA) directive on per-serving standard for zero grams trans fat, the company has revealed that it would be soon launching its new products, the Triscuit crackers and reduced fat Oreo. Apart from these, the company has announced major initiatives that include implementing new approach based on consumer and stakeholder inputs and nutrition labeling on its snacks and beverages packages, even if it is not legally required. Kraft has also decided to eliminate advertising and promotion of its products in schools and initiated community-based nutrition and activity programs in the world markets. Kraft, the producer of snacks, beverages, cheese, grocery and convenient meals in Kraft, Jacobs, Philadelphia, Maxwell House, Nabisco, Oscar Mayer and Post brands, operates in more than 150 countries, with more than 100,000 employees.