Wonder Bread Maker Settles Ad Charges

The maker of Wonder Bread has agreed to settle federal charges that it made unsupported advertising claims that calcium in its products could make children’s minds work better and improve their memories.

Under the settlement, Interstate Bakeries Corp., of Kansas City, Mo., and its advertising agency, Minneapolis-based Campbell Mithun, are barred from making health claims without scientific proof, the Federal Trade Commission said.

The television ads aired in the second half of 2000 with a fictional spokesman, Professor Wonder, who said that Wonder Bread is a good source of calcium, the FTC said.

However, Interstate Bakeries and Campbell did not have “adequate scientific evidence to support their calcium claims,” said Mary Engle, a director with the FTC’s advertising practices division. Interstate Bakeries shares closed down 4 cents at $24.60 on the NYSE.