Nov 3, 2009 6:49 pm US/Eastern
Kellogg's Stirs Controversy With 'Immunity' Cereal
NEW YORK (CBS) ―
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As many Americans worry about protecting their children from swine flu, there are questions as to whether help can really be found in a box of some Kellogg's cereals.
CBS
A major cereal company is stirring up criticism with a controversial claim. As many Americans worry about protecting their children from swine flu, there are questions as to whether help can really be found in a box of some Kellogg's cereals.
It's breakfast time at the McDonnells house in Garden City, and the morning's ritual includes 12-year-old Kelly and 8-year-old Liana reading claims on some Kellogg's cereal boxes.
"Antioxidants and nutrients that help the body's immune system," reads Kelly.
"Has been improved to include antioxidants and nutrients that your family needs to help them stay healthy," adds Liana.
Parents Dolores and Joseph say they are just plain skeptical.
"The timing is rather peculiar in that we're all worried the flu and all of a sudden we have our cereals telling us this may be the cure," Joseph says.
Kellogg's packaging claims that vitamins in Rice Krispies and Cocoa Krispies can boost a child's immune system. The McDonnells would like proof.
"I'm very concerned about the virus going around, but I don't necessarily think this is the way I would combat it, by giving my children cereal," says Dolores. "I'd have to see if there is further data proving this is true."
Dr. Marion Nestle, a nutrition professor at New York University is also asking the Food & Drug Administration – are these claims about marketing and money, or health?
"I think the FDA is getting increasingly interested in misleading health claims on food packages, and it will be very interesting to see what that agency does," she says.
The McDonnell girls even wonder if they should believe what they read.
"I don't really know because it has so much stuff in it just to make it taste good," says Liana.
Kellogg's says that increasing amounts of vitamins A,C, and E from 10 to 25 percent does promote good health.
"These nutrients have been identified by the Institute of Medicine and other studies as playing an important role in the body's immune system. Therefore we believe the claim is supported by reliable and competent scientific evidence," a spokesperson for the company said in a statement.
Kellogg's also says it began developing this line of cereals more than a year ago before we heard about H1N1 and that the cereals have been on store shelves since May. The Food & Drug Administration has jurisdiction over claims of false or misleading cereal advertising. However, FDA officials are not permitted to discuss specific cases under consideration, and declined comment.
(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)
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