Columnist Muriel Stevens: Beware of Shrek onslaught

Wednesday, May 26, 2004 | 8:33 a.m.

Merchandising to kids. No one can escape it. Walk down the aisles of most supermarkets and pay attention to how easily youngsters can lift candy and snacks into a stroller. I watched as one mother with a child no older than age 3 struggled to wrest away a box of chocolate-flavored cereal.

This tiny tot put up a good battle, screaming all the while at full lung power, "No, no, no!" A shopper not in clear view of this family drama would have thought the kid was being abused.

I thought of that scene when the press kit and samples of Shrek cereal and other Shrek products arrived just in time for the opening of the sequel, "Shrek 2" (most Shrek items are available for a limited time).

Bringing what a company news release says is, "The magic of Shrek to the supermarket," might be a good thing for General Mills and DreamWorks, who produced the family film, but is it good for kids? Although Shrek cereal is low in fat, a suggested serving -- one cup of cereal with one cup of skim milk -- does not contain even 1 gram of fiber.

One cup of the Shrek green popped corn does have 3 grams of fiber, but everything else Shrek has little or no fiber. In stores now: Pillsbury Ready To Bake! cookie kit with edible image decorations, limited edition Shrek 2 Pillsbury Waffle Sticks with Dippin' Cups and Swamp Syrup, Pillsbury Toaster Strudel pastries and Betty Crocker Shrek Fruit Snacks.

With so much concern about childhood (and adult) obesity, adding fiber to snacks could be beneficial. Legal steps are being taken to assure that changes will be made. Read on.

World Health Organization recommends taxing fattening foods: The W.H.O. has formerly approved a global strategy that supports a tax policy to reduce obesity. Public interest law professor John F. Banzaf III instigated the first successful so-called "fat" lawsuit and is helping to promote such suits.

The W.H.O. is meeting in Geneva and U.S. Health and Human Services Secretary Tommy Thompson will be there. He has called the new W.H.O. document "a sound blueprint for action." At least five fat lawsuits have been successfully resolved and more suits are on the way.

In addition to the idea of higher taxes on fattening foods, Secretary Thompson has expressed interest in another Banzhaf proposal that would force the obese to pay higher health insurance premiums just as smokers pay higher rates for life insurance premiums and those consumers with high-risk vehicles and homes pay more for automobile and home owner coverage.

For more information visit http://banzhaf.net/obesitylinks.

Martha Stewart catalog: Martha Stewart's early summer catalog has a number of exclusive, well-priced Fourth of July items. Included are a patriotic cookie-cutter set, vintage-style cake molds, rocket molds for frozen pops and vintage-style swags and patriotic displays. Storage bins and baskets and small see-through tins for holding little gifts are wonderful. Just let your imagination go wild. Almost all of these items are exclusively Martha's. For a catalog call (800) 950-7130 or visit marthastewart.com/catalog.