As the Associated Press reported, a group of dietitians petitioned for an end to the union, arguing that putting an AND seal on Kraft Singles would serve as an endorsement of the "cheese food" product. "The petition also called for transparency about the terms of the deal that allowed Kraft to use the logo," the according to the AP.
In March, AND unveiled its "Kids Eat Right" campaign, meant to "raise awareness that the diets of America's kids are lacking in three important components– dairy, calcium and vitamin D." Kraft Singles -- those thin, floppy squares of processed cheese -- was going to be the first product stamped with AND's "Kids Eat Right" label, with the intention to help shoppers make smarter decisions in the grocery store.
Once it was broadcasted, the new partnership received immediate skepticism. Critics, including many dietitians, were troubled by the choice of product: Kraft Singles cannot be called "cheese" by FDA standards, because it is not made with at least 51 percent real cheese. Meanwhile, research consistently shows that whole foods are the key to a healthful diet.
Some even speculated that the food manufacturing company paid off the non-for-profit to earn its physical seal of approval because Kraft is a sponsor of AND.
The two groups are still figuring out the details in ending their three-year contract, according to Jody Moore, a Kraft spokesperson. Moore said the "collaboration is not going to be happening."