Skip to comments.FDA questions General Mills' Cheerios marketing
Posted on 05/12/2009 4:31:37 PM PDT by JoeProBono
The U.S. Food and Drug Administration sent a warning letter to General Mills Inc. last week asking it to change how it promotes the health benefits of Cheerios.
The FDA told General Mills to stop promoting Cheerios, the countrys best-selling cereal, as a product that can lower cholesterol levels, reduce heart disease and reduce the risk of cancer. The agency said that claiming the cereal can lower cholesterol levels by 4 percent in six weeks amounts to marketing it as a drug and violates the federal Food, Drug and Cosmetic Act. A local branch of the FDA gave the Minnesota-based food provider 15 days to explain how it will correct its statements on Cheerios.
In a prepared statement, General Mills (NYSE: GIS) said the complaint doesnt question whether the cereal actually lowers cholesterol levels and said the dispute is over language, not science.
The scientific body of evidence supporting the heart health claim was the basis for FDAs approval of the heart health claim, and the clinical study supporting Cheerios cholesterol-lowering benefit is very strong, the statement said. We look forward to discussing this with FDA and to reaching a resolution.
Cheerios boxes say that two, one-and-a-half-cup servings of the cereal every day have been clinically proven to lower cholesterol. The message has been on the box for more than two years.
Wow. I love Honey Nut Cheerios, and I will buy two boxes next time I shop if it will help piss off BHO and his FDA.
In case anyone wonders why really bad problems happen on the FDA’s watch, now you know. This agency’s idiots spend their time parsing the words of people who are a lot more knowledgeable than they are.
I LOVE Cheerios. I don’t eat them that often b/c I do eat the high fiber cereals like Grape Nuts (love ‘em). There are a couple of new cereals out now that are great too - Fiber One something. But I do break down and buy Cheerios now and then.
I’m with you though. The worst part is how they are going to hurt the bottom line of a company that apparently did not need bail out money from the Fed. I love how our government likes to knife everyone in the back.
General Mills didn’t contribute enough to the messy eye ahhh’s kampagin.
Oh I bet you are right on that one. So, it’s General Mills. I’m going to stock up on General Mills. In the meantime, all those who are stocking up for Armageddon, I say, “go out and buy a few gross of Cheerios and other General Mills cereals.”
I like to mix half regular cheerios with half frosted cheerios. Perfect mix. Not too sweet, not too bland. (I know, fascinating....)
Best all around vitamin cereal, Total Raisin Bran. Good stuff. (oooo, ahhh, the crowd is fascinated again...)
I think that photo explains why Cheerios is the top-selling cereal in the U.S.!
Every mom with a toddler LOVES Cheerios. And they work great when you train your dog too. They love getting their little cheerios - my dog thinks one cheerio is a big deal (he he).
The poodle loves Cheerios, goes nuts when my wife grabs the box and pours a bowl.
Methinks the FDA needs to eat more Mueslix or prunes or both.
Is that your dog? LOL! Now that would be MINE for sure. He loves his cheerios!!!
What kind of dog is that? My dog would do that too. He won’t budge until one of us says, “okay.” He looks like he’s had his fair share of cheerios for sure.
I mean, what's next: Wheaties box with only FDA approved sports figure
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