H1N1 News: Kelloggs forced to withdraw immunity claim

November 5, 2009 by Baby Chums
Filed under: Baby Health, News

Cocoa Krispies in the US were embellished with the consumer pitch, “Now helps support your child’s immunity” almost precisely at the time H1N1 vaccinations began.

San Francisco City Attorney Dennis Herrera decided to challenge the claim and gave Kelloggs 30 days to provide proof.

Primarily concerned that the message Kelloggs was placing on its product might mislead parents into believing that the cereal helps fight swine flu or H1N1 and is superior to other cereals.

Kelloggs claim was based on recent research showing high antioxidant levels in grains and the added vitamins.

Kelloggs withdrew from challenging it’s claim, just two days later, Nov. 4, and proceeded to remove the slogan. Kelloggs claim that the timing of the messaging on its product was coincidence.

In a statement Kelloggs said, “While science shows that these antioxidants help support the immune system, given the public attention on H1N1, the Company decided to make this change.”

Dennis Herrera wrote, “It is vitally important that parents receive accurate information about what they can do to protect their children’s health.”

Tensions continue to grow between food companies who are making claims that sing to consumers and Government, looking to validate those claims.