Evidently, the voluntary end of the controversial Smart Choices labeling program late last month didn't mean the Kellogg Co. -- one of the world's largest producers of cereals with 2008 sales of some $13 billion -- was through giving up on making controversial claims about the foods it sells.
With the emergence of swine flu in the minds and bodies of Americans, Kellogg Co. announced its Cocoa Krispies and Rice Krispies cereals were being labeled with Now Helps Support Your Child's IMMUNITY, a claim many critics blasted out of the gate with a passion. The best of bunch came from Kelly Brownell, the director of Yale University's Rudd Center for Food Policy and Obesity, as reported by USA Today: This one belongs in the hall of fame. By their logic, you can spray vitamins on a pile of leaves and it will boost immunity.
Fortunately for you and the health of your family, Kellogg took all these loud "hints" delivered by the media to heart, calling for a halt to these immunity claims, citing the public's growing concerns about the swine flu epidemic. Judge for yourself just how much Cocoa Krispies really boosts your child's immunity by checking out its laundry list of ingredients.
Associated Press November 5, 2009
USA Today November 2, 2009
TimesCall.com October 29, 2009