Just In Time For Flu Season, Kellogg Claims Its Cereals Boost Kids' Immunity

Posted by Abe Sauer on November 3, 2009 12:27 PM

"Opportunity" is right there, representing the "O," in any SWOT analysis. But sometimes, marketers mistake that "O" for "Opportunist." Such may be the case with Kellogg.

As the nation goes berserker from worries of H1N1 flu, a.k.a. swine flu, Kellogg started putting messaging on their cereal box packages claiming "Now helps support your child's IMMUNITY." That this messaging was on brands such as Cocoa Krispies raised eyebrows.

Coincidence? Maybe. Kellogg spokeswoman Susanne Norwitz protested, "It was not created to capitalize on the current H1N1 flu situation," claiming the marketing line was planned a year ago (probably true).

But it doesn't matter. Chalk it up to bad timing, or opportunistic marketing, the result is the same: The US Food and Drug Administration is now involved and investigating the claims. This headache for the brand comes after recent bright announcements about Q3 profit increases.

What Kellogg may have gained in sales it is now dealing with in blowback. The story has gotten beyond the level of some consumer-advocate complaint buried on some unread website: Kellogg's dubiousness marketing move is now major news, lambasted by everyone from the USA Today to the Today Show. The result is an extra amount of bad attention for the brand, with doctors and health advocates outright calling the claims, at best, false, at worst, intentionally manipulative.

Kellogg's headache is just one of a recent number of questionable nutrition claims made by cereal brands. Earlier this year, General Mills found itself on the working end of FDA ire over cholesterol claims on its Cheerios brand cereal boxes. More recently, FDA scrutiny put an end to food industry plans to label some junk foods as "Smart Choices."

Yet to be seen is whether such claims, and the subsequent outrages they create, will have any lasting impact on the brands in question. Even if they are removed from packages, some consumers may still believe them. But will even more be turned off?

More about: Food, Cereal, Health, Kellogg, Cocoa Krispies, Cheerios, Smart Choices, FDA, Food and Drug Administration, H1N1, Swine Flu, General Mills, Today Show, USA Today

Nic Jones says:

This is so wrong on so many levels.
Why can't brands that play on the emotions of children and the family stop and think before they do things?
Why can't they "do the right thing"?
Being ethical isn't so hard. Small steps will do.
Things like this just make everything seem so bad.
I hope this campaign never comes to the UK.
Frustrated!
Cheers
Nic

November 4, 2009 05:13 AM # Reply

Lance Winslow says:

This is tricky business to attempt such a claim. Although it is true that with diet you can boost the human immune system, at the same time the CDC is putting forth articles and PR trying to educate consumers about bogus claims. Kelloggs better hope that it does not end up in a cross-marketing effort and catch the ire of the FTC, CDC of Department of Health. Even if what they say is true, right now authorities are really pushing for vaccine protection. So, whereas, this could sell cereal, it might also confuse consumers and make them think that Kelloggs is making a bogus claim? I believe this to be a risky branding or marketing move.

November 4, 2009 05:28 AM # Reply

Kevin Williams says:

This is another example of the food industry misrepresenting health claims and duping the public by presenting only a small part of the story - a trend that has been escalating for the passed 20 years resulting in the current health epidemics. Yes a source of vitamins and minerals can help the immune system, but for one all cereals are required to be fortified so there is no differentiation here from the other brands on shelf. Secondly the bio-availability (the bodies ability to absorb and use) of these "nutrients" is dependent on the other ingredients they are supplied with i.e. vitamins need s source of fatty acids to be absorbed. The very fact that these products are highly sweetened and processed foods suggest that they do little to support the absorption of these required "additives" while in fact the glycemic spike that give children may actually reduce their ability to resist infections.

Marketers, the representatives of the products, the people providing the voice of the brands shaping public opinion, must be more responsible in what we are willing to promote as truth. The outcome isn't just a backlash on a not-so-well thought out campaign as illustrated here but the long term health of the population.

Kellogg's was blatantly opportunistic, but there are others more subtle that go unnoticed.

November 4, 2009 10:40 AM # Reply

Printable Food Coupons says:

It really is typical of heartless companies these day, and Kellogg's isn't the first or last to capitalize on the fears of the general public. It seems like every morning the executives wake up, look at the news to figure out how they can twist something in order to make more profit for the upper management and shareholders.

Hmm, it seems terrorism is a hot topic these days, let claim that it is possible that Kellogg's cereals will give your kids the energy to spot those bad guys! Give me a freaking break already and go squeeze the last bit of cash from someone else!

November 4, 2009 11:01 PM # Reply

cellulite cure says:

Is Indian Government badly failing to fight swine flu?

December 21, 2009 08:51 AM # Reply