Published: October 2021

ID #: CAS057

Publisher: RTI International

Authors: Muth MK, Karns SA, Hayes M

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The Children’s Food and Beverage Advertising Initiative (CFBAI) is a voluntary industry initiative in which companies commit to featuring only foods meeting specific nutrition criteria in advertising directed primarily to children under age 12. New criteria that were announced in 2018 and went into effect in 2020 strengthened the nutrition standards and changed the criteria for total sugars to added sugars for consistency with the new Nutrition Facts label. Prior studies have not yet estimated the relative importance of CFBAI–listed products in children’s diets, which is necessary to understand the potential for the criteria to have a public health impact. In addition, with the recent change in the criteria, the potential for improvements in the children’s diets based on current purchase and consumption patterns can be assessed. Our study focused on linking household-based scanner data with nutrition label data to determine the extent to which U.S. households with children from 0 to 8 years purchase CFBAI-listed foods and to simulate the potential effects of reformulation as a result of changes to the nutrition criteria. Furthermore, we assessed the relative importance of products on the list compared with substitute products produced by the same manufacturers by comparing product prices and purchase volumes.

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