Rice Krispies Cereal Boxes Drop Immunity Boost Claim

Posted on November 6, 2009 in Business/Law, Consumer Goods, Health & Medicine

Amid intense scrutiny from consumers groups and federal regulators, makers of Rice Krispies and Cocoa Krispies have agreed to drop from the cereal boxes claims that the products help support the children’s immune systems.

Officials were concerned that Kellogg’s use of a banner on the front of the boxes proclaiming “Now helps support your child’s immunity” was misleading to consumers, particularly at this time when fears about the H1N1 swine flu influenza virus are heightened, according to an Associated Press report.

Some critics accused Kellogg’s of trying to profit on parents’ fears about the spread of the H1N1 flu, which has been particularly deadly for young children, by promoting the immune-system boosting properties of the popular breakfast cereals.

It will take several months for the company to gradually phase out use of boxes carrying the offending advertising claims, officials said. Rice Krispies and Cocoa Krispies will still contain the same levels of certain vitamins the company had claimed helped boost children’s immune systems, but the boxes will no longer include the claim, officials said.

Earlier this year, food company General Mills was taken to task by the Food and Drug Administration for boxes of Cheerios that included claims the cereal can lower cholesterol. The FDA said those claims amounted to unapproved advertising of health benefits.