Cheerios, a drug?
Seems far-fetched, yet federal regulators are warning makers of America's No. 1 breakfast cereal to tone down the health claims -- or Cheerios "may not be legally marketed ... without an approved new drug application."
The U.S. Food and Drug Administration gave the warning to Golden Valley-based General Mills in a letter released Tuesday. At issue are such bold claims as, "You can lower your Cholesterol 4 percent in six weeks."
The FDA warned, "Based on claims made on your product's label, we have determined that your Cheerios Toasted Whole Grain Oat Cereal is promoted for conditions that cause it to be a drug because the product is intended for use in the prevention, mitigation, and treatment of disease."
General Mills believes the science is "very strong" on its side -- but added, "We look forward to discussing this with FDA and to reaching a resolution," spokesman Tom Forsythe said in a statement.
Clinical studies have shown that certain oat foods, including Cheerios, can reduce cholesterol. That's opened the door for General Mills to heavily promote the cereal's health benefits, a bonanza for the brand.
"It truly put the brand on a growth trajectory," the marketing manager for Honey Nut Cheerios, Zack Ruderman, said earlier this year. "It made a huge difference."
The FDA warning didn't seem to hurt General Mills stock. On Tuesday, shares closed up 74 cents, to $53.65. Then again, most drug-company stocks had
a good day, too.
Tom Webb can be reached at 651-228-5428. To see more of the Pioneer Press, or to subscribe to the newspaper, go to http://www.twincities.com. Copyright (c) 2009, Pioneer Press, St. Paul, Minn. Distributed by McClatchy-Tribune Information Services. For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.
Copyright (C) 2009, Pioneer Press, St. Paul, Minn.