Kellogg discontinues immunity statements on Rice Krispies cereals

November 6, 2009

Kellogg Company has announced its decision to discontinue the immunity statements on Kellogg’s Rice Krispies cereals. Last year, Kellogg started the development of adding antioxidants to Rice Krispies cereals. The company began advertising the change with large labels on cereal boxes that read in bold letters: “Now helps support your child’s immunity.”

While science shows that these antioxidants help support the immune system, given the public attention on H1N1, the company decided to make this change. Kellogg, based in Battle Creek, Mich., said it has heard very little concern from consumers about the claim, but is responding to concerns in the media about the timing of this front-of-the-box claim and the H1N1 flu outbreak. Kellogg said it will take several months to phase out the packaging but it will continue to offer the increased levels of certain vitamins in the cereal.

Press release