Photo from Kellogg's
Or, at least, Kellogg's is no longer able to claim as such, according to the Federal Trade Commission.
The cereal giant has agreed to drop ad claims that Rice Krispies "now helps support your child's immunity" with "25 percent Daily Value of Antioxidants and Nutrients -- Vitamins A, B, C, and E." (Does this mean Rice Krispie treats don't improve health either?)
If you're thinking to yourself, "Wow. Am I having deja vu?" Let me assure you: Yes, yes you are ...
Just last year, the FTC found that Kellogg's was misleading customers with its claims that Frosted Mini-Wheats was "clinically shown to improve kids' attentiveness by nearly 20%." In that settlement, Kellogg's was barred from "making claims about the benefits to cognitive health, process or function of any cereal or morning food or snack unless the claims were true and substantiated."
Now, due to this most recent offense, the FTC is forcing stricter restrictions on the company -- prohibiting it from "making claims about any health benefit of any food unless the claims are backed by scientific evidence and aren't misleading."
And if Kellogg's ignores the restrictions? It could face fines of up to $16,000 for every ad. We'll see if that's enough of an incentive for big food corporations to -- gasp! -- tell the truth.
Did you buy either of these cereals expecting that they would deliver on the promise of these health benefits? What do you think it will take for Kellogg's and other big food companies to stop lying to us?