Critics say branding sends wrong message to parents

The logo for the Academy of Nutrition and Dietetics' campaign to get children to eat healthier foods will soon appear on Kraft Singles packages—a move that has prompted a barrage of criticism from both the media and late night comedians.

Critics content the "Kids Eat Right" logo could be viewed by parents as an endorsement of the processed cheese product from the dietitians and nutrition professional. In reality, Kraft paid the academy an undisclosed sum to use the logo on its packaging, ABC News reported.

Academy spokesman Ryan O'Malley said his organization hopes the logo will direct parents to the Kids Eat Right website and nothing more.

"Kraft is putting the Kids Eat Right logo (on its packaging and) saying Kraft is a proud supporter of Kids Eat Right, not vice versa," he told ABC News. "The academy has never once endorsed any product, brand or service, and we never will." http://abcn.ws/191zgr8

Critics, however, contend the logo can't be viewed as anything but an endorsement. Most recently, The Daily Show host Jon Stewart jumped on the bandwagon in a recent segment mocking the food industry.

"Here's how you know Kraft has not change their ingredients: Kraft is still not allowed to legally sell this product as ‘cheese'… Turns out the Academy of (Nutrition and) Dietetics is an academy the same way this is ‘cheese,'" he said.http://on.cc.com/1CvyNeE