General Mills Inc., maker of Cheerios cereal and Pillsbury cinnamon rolls, does not plan to stop marketing to children, even as concerns about childhood obesity become more prevalent in the United States, a company executive said on Tuesday.

“We think that advertising cereal is a healthy thing to do,” Ken Powell, executive vice president of the food company, told reporters following an analyst meeting. Cereal is the main source of whole grains in children’s diets, he added.

Eating more whole grains is one focus of Department of Agriculture (USDA) dietary guidelines.

Earlier this year, competitor Kraft Foods Inc. said it would cut back on advertising products like Oreo cookies to children younger than 12.