The Kellogg Breakfast Council was an organization made up of nutrition experts, whose stated purpose on the Kellogg's cereal company website was to provide independent nutrition advice to the company.[1] Council members included a professor of nutrition, a pediatrician, as well as several dietitians.[2]
History
The Breakfast Council was formed in 2011,[2] after a survey carried out by the Kellogg company showed that only 34% of Americans ate breakfast.[3] Its members were described on the Kellogg website as "independent experts".[1] A press release from the company described them as "third party" nutrition experts,[4] who would give nutrition advice to the company and provide information to the public about the benefits of eating a healthy breakfast.[5]
The Council members taught a continuing education class for dietitians, and published an academic paper about cereal nutrition.[2] They also suggested changes to the government's dietary guidelines[6] and made positive comments on social media[7] and other online forums about cereal.[8] Kellogg included comments from these experts in cereal commercials.[9]
In 2016, the Associated Press uncovered emails and a copy of a contract showing that the council's members were paid by Kellogg.[10] The average annual compensation was $13,000, and the contract prohibited them from working for Kellogg's competition.[11] The members were provided with a toolkit which included suggested wording for social media posts about cereal.[12] The council members' relationship with Kellogg was not always revealed when the posts were made.[citation needed]
In May 2016, the council members' contracts expired, and the council ceased to operate.[10]
