Kellogg Company Discontinues Immunity Statements On Rice Krispies Cereals

Last year, Kellogg Company started the development of adding antioxidants to Rice Krispies cereals. This is one way the Company responded to parents indicating their desire for more positive nutrition in kids' cereal.

5 Nov 2009 --- Kellogg Company has announced its decision to discontinue the immunity statements on Kellogg's Rice Krispies cereals.

Last year, Kellogg Company started the development of adding antioxidants to Rice Krispies cereals. This is one way the Company responded to parents indicating their desire for more positive nutrition in kids' cereal.

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 communication will be on pack for the next few months as packaging flows through store shelves. We will, however, continue to provide the increased amounts of vitamins A, B, C and E (25% Daily Value) that the cereal offers.

Kellogg began adding extra antioxidants to its cereal last year, which it says help support the immune system. The company began advertising the change with large labels on cereal boxes that read in bold letters: "Now helps support your child's immunity." “We will continue to respond to the desire for improved nutrition, and we are committed to communicating the importance of nutrition to our consumers,” the company said in a statement.