Kelloggs health claims for its Rice Krispies cereal have officially snapped, crackled and popped. In an agreement with the Federal Trade Commission (FTC), the company said it would drop claims that Rice Krispies help support your childs immunity and labeling about added antioxidants and nutrients that your family needs to help them stay healthy. The settlement expands upon a 2009 agreement over health claims for another Kellogg brand, Frosted Mini-Wheats, which the company had touted as clinically shown to improve kids attentiveness by nearly 20%. Kellogg promised not to make claims about any health benefit of any food unless the claims are backed by scientific evidence and not misleading.
