Breakfast cereal maker Kellogg's ruled out changing its marketing strategy to children, despite concerns about obesity, saying the issue was not about "bad food," the Financial Times reported.

The online edition of the newspaper quoted David Mackay, the company's chief financial officer: "The whole issue with obesity is really calories in, calories out."

"There aren't any bad foods; it's all about balance," he said.

Asked whether Kellogg's would change its promotional strategy in the wake of a move by Kraft to stop advertising to children under six, and to promote healthier foods to children, Jim Jenness, chief executive, said, "We don't move based on what the competition does.”