No Snap, Crackle, Pop to Kellogg's B-Vitamin Claims, Attorney General Says
KIM I. MILLS
Aug. 25, 1988
WASHINGTON (AP) _ There is no snap, crackle or pop to Kellogg Co.'s claim that B-vitamins in its Rice Krispies cereal provide pep, and the company has agreed to stop some of its advertising on the claim, New York's attorney general said Wednesday.
Kellogg, of Battle Creek, Mich., agreed Aug. 4 to stop all advertising in New York that might mislead consumers about the health benefits of Rice Krispies, said state Attorney General Robert Abrams.
Kellogg's ads had claimed B-vitamins in Rice Krispies would give consumers added physical energy, vigor and power, and also asserted that fatigue was due to lack of these vitamins, Abrams said.
Of the five B-vitamins contained in Rice Krispies, three - thiamin, riboflavin and niacin - are known to help convert food into the type of energy needed by the body's cells, Abrams said. But there is no evidence that eating Rice Krispies has an effect on a person's energy level or feeling of well- being, he said.
Studies have shown B-vitamins are readily available in the American diet and the majority of consumers who suffer from fatigue do not have any primary vitamin deficiency, Abrams said in a statement.
The attorney general obtained a formal ''assurance of discontinuance'' from Kellogg on Aug. 4, stating the company would not use any advertising or labeling that might lead consumers to believe B-vitamins added to Rice Krispies provide energy or relieve fatigue.
The company admitted no liability but paid $10,000 toward the cost of New York's investigation.
A recording at Kellogg's Battle Creek headquarters said the offices were closed Wednesday afternoon.
The Center for Science in the Public Interest, a Washington-based public advocacy group, applauded the attorney general's efforts. CSPI brought the Rice Krispies health claim to New York's attention last October.