http://blogs.wsj.com/health/2009/11/05/k... Rice Krispies Won’t Protect Your Kid From Swine Flu
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By Jacob Goldstein

Kellogg said it’s removing the great big banner on the front of Rice Krispies boxes that says the cereal “helps support your child’s immunity.”

The move seems a bit odd, that it was only July when the company rolled out the new claim, which went along with a new formulation of the cereal that included higher amounts of vitamins A, B, C and E. In a brief statement announcing the end of the immunity banner, Kellogg said:

While science shows that these antioxidants help support the immune system, given the public attention on H1N1, the Company decided to make this change.

The statement doesn’t mention that, just last week, the San Francisco city attorney wrote the company a letter asking for a substantiation of the immunity claim (and also citing the H1N1 flu pandemic). The letter said, in part:

I am concerned that the prominent use of the Immunity Claims to advertise a sugar-laden, chocolate cereal like Cocoa Krispies may mislead and deceive parents of young children. … At a time when parents are increasingly worried about the spread of the H1N1 virus (”swine flu”), it is vitally important that parents receive accurate information about what they can do to protect their children’s health.

There’s a broader story at work here: Tension between food companies putting more health claims on the front of their packages, and governments looking to validate those claims. Several big food companies recently suspended their “Smart Choice” labeling program, after the FDA said it was working on new rules for front-of-package labeling. And the EU’s food agency recently released opinions on hundreds of health claims made by food manufacturers.
LOL its a joke...I can't believe it..