Not Immune To Criticism, Kellogg Removes Health Claim From Krispies

Chalk this one up to a supercharged political environment that now attaches suspicions to cereal-box labels as well as virus vaccines: Kellogg has just announced that it is backing away from the “Immunity” claim on its Rice Krispies and Cocoa Krispies cereals.

As we reported Tuesday, critics recently scored Kellogg for emblazoning the claim, “Now Helps Support Your Child’s IMMUNITY” on the front of the packages after boosting the daily value of antioxidant vitamins A, C and E in the cereals to 25% last spring, from the earlier 10%.

San Francisco City Attorney Dennis Herrera protested that Kellogg’s claim implied that its cereals could help protect kids against the swine-flu epidemic, and might mislead parents -- though Kellogg had been developing the line for more than a year, well before the advent of the H1N1 scare, and rolled it out in May.Continue reading...