Friday, June 4, 2010

Kellogg's ordered to stop saying its cereals make you healthier.

From Consumerist:
For the second time in a year, Kellogg Company has been called to the principal's office at the Federal Trade Commission and slapped on the wrist for misleading customers into thinking its cereal products offer unproven health benefits.

This time, Kellogg was under fire for an ad and marketing campaign for Rice Krispies that touted the snapping, crackling and popping cereal “now helps support your child’s immunity,” with “25 percent Daily Value of Antioxidants and Nutrients - Vitamins A, B, C, and E.” On the back of the packaging, customers were told, “Kellogg’s Rice Krispies has been improved to include antioxidants and nutrients that your family needs to help them stay healthy.”

Problem is, Kellogg had just been caught red-handed making false claims about their Frosted Mini-Wheats product. In that case, ads and packaging for the cereal claimed it had been “clinically shown to improve kids’ attentiveness by nearly 20%.” Except that wasn't exactly true.

As part of their settlement in the Frosted Mini-Wheats dust-up, Kellogg swore not to make "claims about the benefits to cognitive health, process, or function provided by any cereal or any morning food or snack food unless the claims were true and substantiated."

So the FTC was understandably upset when they saw Kellogg blabbing about how Rice Krispies was some sort of miracle food.

Reaching a settlement once again, expanding the order from just a few month's ago. Under the new agreement, Kellogg is barred from "making claims about any health benefit of any food unless the claims are backed by scientific evidence and not misleading."

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