After the FDA fired a warning shot across the bow of General Mills for touting Cheerios as lowering cholesterol, the Health Blog has been taking a closer look at what other claims are being made these days in the cereal aisle. There we saw Kellogg’s Rice Krispies with a banner proclaiming “Now Helps Support Your Child’s Immunity” splashed across the box. Kellogg rolled out a revamped Rice Krispies product line this month that boosts the amount of vitamins A, B, C and E in the cereal to 25% of the recommended daily value from 10% of daily value, according to Susanne Norwitz, Kellogg’s director of brand public relations. Studies show that these vitamins “play an important role” in the body’s immune system and “nutritionists and dieticians generally recommend that at least 25% of nutrient intake occur at breakfast,” she wrote in an email.
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