Sean Moloughney11.03.09
Critics are challenging new claims from Kellogg Company that its Cocoa Krispies cereal “Now Helps Support Your Child’s IMMUNITY.”
As reported in a recent USA Today article, the nation's largest cereal maker has been accused of misleading and deceiving parents of young children, while capitalizing on fears of the H1N1 virus.
The USA Today article quotes Kelly Brownell, director of Yale University's Rudd Center for Food Policy and Obesity, as saying: “[Of all claims on cereal boxes] this one belongs in the hall of fame. By their logic, you can spray vitamins on a pile of leaves, and it will boost immunity."
The article also notes that food manufacturers recently voluntarily halted their own "Smart Choices" nutrition label program after federal regulators expressed concern that it may mislead consumers.
San Francisco sent a letter to Kellogg and FDA recently, asking the company to support its claim. FDA has yet to comment on the situation.
"I am concerned the prominent use of the immunity claims to advertise a sugar-laden chocolate cereal like Cocoa Krispies may mislead and deceive parents of young children," city attorney Dennis Herrera told USA Today.
Kellogg maintained that its claims are not meant to capitalize on swine flu fears, and that it has increased amounts of vitamins A, C and E in its cereal line, which includes Rice Krispies, from 10% of the daily value to 25% due to consumer demand and scientific research.
As reported in a recent USA Today article, the nation's largest cereal maker has been accused of misleading and deceiving parents of young children, while capitalizing on fears of the H1N1 virus.
The USA Today article quotes Kelly Brownell, director of Yale University's Rudd Center for Food Policy and Obesity, as saying: “[Of all claims on cereal boxes] this one belongs in the hall of fame. By their logic, you can spray vitamins on a pile of leaves, and it will boost immunity."
The article also notes that food manufacturers recently voluntarily halted their own "Smart Choices" nutrition label program after federal regulators expressed concern that it may mislead consumers.
San Francisco sent a letter to Kellogg and FDA recently, asking the company to support its claim. FDA has yet to comment on the situation.
"I am concerned the prominent use of the immunity claims to advertise a sugar-laden chocolate cereal like Cocoa Krispies may mislead and deceive parents of young children," city attorney Dennis Herrera told USA Today.
Kellogg maintained that its claims are not meant to capitalize on swine flu fears, and that it has increased amounts of vitamins A, C and E in its cereal line, which includes Rice Krispies, from 10% of the daily value to 25% due to consumer demand and scientific research.