Kraft Foods took another step last week to extend its health & wellness marketing, appointing its first-ever VP-nutrition.
Richard Black takes the new post Feb. 28. He will set and run company-wide nutrition programs and will oversee all nutrition strategies and guidelines (including measurement of nutritional quality) and initiate specific portfolio improvements.
Black has been executive director of the non-profit International Life Sciences Institute, North America, based in Washington, DC, overseeing research, strategic planning and marketing for the institute. He has held R&D and nutritionist posts at Novartis Consumer Health in Switzerland; Nestle in Canada; and Kellogg Co. in the U.S.
Last month, Kraft announced plans to halt advertising of less-healthful brands to kids six to 11 (Jan. 18 Xtra). Kraft will use its own guidelines to decide which brands qualify as healthful enough for kid advertising.
The Northfield, IL-based food giant jumpstarted health and wellness work last year, one of four growth initiatives adopted in mid-2003. Kraft formed a worldwide Health & Wellness Advisory Council of independent health and nutrition experts; Black will work with that group.
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