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Daily Q&A: What's the deal with Kellogg's claims that Rice Krispies supports children's immunity?

What can you tell me about Kellogg's claim that Rice Krispies benefits children's immunity?

Well, the Federal Trade Commission investigated and issued an order against Kellogg's for making unsubstantiated claims about health benefits in Rice Krispies.

Kellogg's, the FTC said, claimed that Rice Krispies cereal "now helps support your child's immunity," with "25 percent Daily Value of Antioxidants and Nutrients – Vitamins A, B, C, and E."

The company also noted on the cereal box that "Kellogg's Rice Krispies has been improved to include antioxidants and nutrients that your family needs to help them stay healthy."

The FTC cited Kellogg's previously for making health claims about its Frosted Mini-Wheats. Commissioners have ordered Kellogg's to stop making health claims in all its products unless backed by scientific evidence.

"We expect more from a great American company than making dubious claims — not once, but twice — that its cereals improve children's health," said FTC Chairman Jon Leibowitz. "Next time, Kellogg needs to stop and think twice about the claims it's making before rolling out a new ad campaign, so parents can make the best choices for their children."

For more information about the FTC's finding and order, visit: http://ftc.gov/opa/2010/06/kellogg.shtm.

Question for the Consumer's Edge? Send it to ipenn@sptimes.com or twitter.com/consumers_edge. Questions are answered only in this daily feature.

Daily Q&A: What's the deal with Kellogg's claims that Rice Krispies supports children's immunity? 06/07/10 [Last modified: Monday, June 7, 2010 11:23am]
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