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The New York Times reports this morning that the Federal Trade Commission (FTC) has come to an agreement with the Kellogg Co. that will restrict the cereal manufacturer’s ability to make health claims about Rice Krispies.

The company has been saying that Rice Krispies ““now helps support your child’s immunity” and that the cereal “has been improved to include antioxidants and nutrients that your family needs to help them stay healthy.”

According to the story, “The agreement expands on a settlement order that Kellogg agreed to last July over similar claims that another cereal, Frosted Mini-Wheats, was ‘clinically shown to improve kids’ attentiveness by nearly 20 percent’.”

The FTC move comes as there is more and more public reaction to any suggestion that sugared cereals are healthy.
KC's View:
I loved the Times lede on this story:

“Maybe it should have just stuck with Snap, Crackle and Pop.”

No kidding.