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Rice Krispies immunity claims under fire

This article was originally published in The Tan Sheet

Executive Summary

The Kellogg Co. and the Oregon Department of Justice settle a case involving the marketer's claims that Rice Krispies cereal "helps support your child's immunity," the Oregon Attorney General John Kroger's office reports. The settlement requires Kellogg to stop shipping cereal boxes with the immunity language by Jan. 15, destroy more than 2 million units of packaging with the claim and cease making such claims unless it provides the Oregon Department of Justice with "advance notice and competent reliable scientific evidence." Additionally, the company agrees to donate nearly 500,000 boxes of cereal to organizations that feed the hungry. Kellogg made the immunity claim as part of a campaign for Rice Krispies, Cocoa Krispies, Frosted Krispies and MultiGrain Jumbo Krispies. FDA warned cereal maker General Mills over heart health claims made for Cheerios oat cereal in 2009 (1"The Tan Sheet" May 18, 2009)

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