(Battle Creek, MI) -- The largest maker of cereal in the U.S. is backing away from a health claim printed on some cereal boxes.
The claims emblazoned on boxes of Kellogg's Coca Krispies and Rice Krispies claimed the breakfast food "Now helps support your child's IMMUNITY." The claim had also been posted on the Kellogg's website reading: "And now each and every box is fortified with vitamins and nutrients that work together to help support your child's immunity." After being asked by critics to prove the claim and media suggestions that the company was taking advantage of H1N1 fears, Kellogg's has announced it will discontinue the immunity statements.
The additional vitamins and nutrients are antioxidants that have been found to help support the immune system.