Kellogg introduces new nutrition guidelines for kids

They will apply to about half of the products Kellogg markets to children worldwide, including Froot Loops and Apple Jacks cereals and Pop-Tarts.

Kellogg products such as Rice Krispies with Real Strawberries will still make the nutritional cut, though regular Rice Krispies will not because of their salt content.

The move follows previous commitments by Kellogg including a self-imposed ban on marketing brands at children aged under six.

The standards in the Nutrient Criteria have been established following a review of "scientific reports and experts", Kellogg said.

The new rules on the nutritional values of Kellogg products marketed to under-12s include a limit of no more than 200 calories and two grammes of saturated fat in a single 30g serving.

Kellogg said products that fail to meet the new criteria would be reformulated to meet the Nutrient Criteria.

The company is also introducing "better-for-you" options in advertising, and automatic screen time limits and healthy lifestyle messaging on Kellogg's websites aimed at children.

David Mackay, president and chief executive officer of the Kellogg Company, said the company was bowing to public opinion about responsible advertising.

He said: "We're taking these steps to address increasing concerns about marketing to children and further strengthen our commitment to responsible marketing.

"In addition, we plan to increasingly emphasise products with enhanced nutritional value as well as continuing to find ways to emphasize nutrition and healthy lifestyles in our marketing to children."