Kellogg Ceases Immunity Claims for Cereal

Kellogg Co. plans to discontinue use of the phrase, 'Now helps support your child...s immunity,' on boxes of Kellogg...s Rice Krispies and Cocoa Krispies cereal. The move was announced after a letter questioning the marketing claim was sent to Kellogg by San Francisco city attorney Dennis J. Herrera.

Herrera...s letter requested that Kellogg provide evidence to back up its immunity claim, which Kellogg started adding to its packaging after the company began adding extra antioxidants to the cereals in question last year.

Herrera...s letter also expressed concern that 'the immunity claims may also mislead parents into believing that serving this sugary cereal will actually boost their children...s health,' especially when concerns over swine flu are so heightened.

Kellogg spokesperson Susanne Norwitz said that the company started adding antioxidants to the cereals last year, before the swine flu outbreak. She said that the packaging...s launch coincidentally coincided with rising concerns about the disease.

Kellogg said that it will continue to feature the antioxidants in the products but will phase out the packaging with the immunity claim.