Kellogg drops Rice Krispies health claims, FTC says

Kellogg Co has agreed to drop advertising claims that Rice Krispies will strengthen children’s immune systems, the U.S. Federal Trade Commission said on Thursday.

Kellogg had agreed in February 2009 to stop claiming that its Frosted Mini Wheats were “clinically shown to improve kids’ attentiveness by nearly 20 percent.”

In an advertising campaign that began in about July 2009, Kellogg began advertising on cereal boxes that Rice Krispies “now helps support your child’s immunity.”

“What is particularly disconcerting to us is that at the same time that Kellogg was making promises to the commission regarding Frosted Mini-Wheats, the company was preparing to make problematic claims about Rice Krispies,” FTC Chairman Jon Leibowitz and Commissioner Julie Brill wrote in a statement.

Kellogg said in a statement that it had “a long history of responsible advertising.

“We stand behind the validity of our product claims and research, but we agreed to an order that covers those claims,” company spokeswoman Kris Charles said in an emailed statement.

Kellogg Company had 2009 sales of nearly $13 billion in 180 countries worldwide. Its products include cereals, cookies, crackers, toaster pastries and cereal bars.

Kellogg’s brands include Keebler, Nutri-Grain, Morningstar Farms, Famous Amos, Special K, All-Bran, Club and Kashi.