Marketing and other strategies of the food industry have been compared to those of the tobacco industry at the height of its influence in the consumer marketplace. In response, the food industry has engaged in some voluntary efforts to improve the nutritional content of their foods. In 2005, General Mills announced a plan to ensure that all of its breakfast cereals contained at least eight grams of whole grain per serving. In 2006, Campbell Soup Company announced an initiative to reduce sodium in its products by at least 25 percent. Due to slumping sales, Campbell's acknowledged that it was adding more sodium back into some of its soups in 2011.