Cheerios Cereal Isn’t So Wholesome as Package Claims

>>Cereal or Drug?

The FDA took issue with Cheerios boxes that say the cereal can lower cholesterol. That statement qualifies Cheerios under U.S. regulations as an unapproved new drug, the FDA said. While the agency allows a health claim linking soluble fiber from whole grain oats to a reduced risk of heart disease by means of lowering cholesterol, Cheerios boxes have cholesterol as a prominent, stand-alone claim, the FDA said in its letter, dated May 5.

Cheerios’ online marketing of heart disease and cancer benefits also fails to include language the FDA requires about other foods that help reduce risks, according to the agency.

“The claim on your Web site leaves out any reference to fruits, vegetables, and fiber content,” the FDA letter said. “Therefore, your claim does not convey that all these factors together help to reduce the risk of heart disease and does not enable the public to understand the significance of the claim in the context of the total daily diet.” <<