It did not take long to hear the outcry. Some have accused Kellogg's of playing on the fears associated with influenza A. The Attorney of San Francisco sent a letter to the FDA and to Kellogg, asking the latter to prove its claim: "I am concerned the prominent use of the immunity claims to advertise a sugar-laden chocolate cereal like Cocoa Krispies may mislead and deceive parents of young children". A professor of nutrition at New York University put forward that, of course, the vitamins in question help to strengthen immunity defences, … just like other nutrients. Another expert went so far as to say that if we followed Kellogg's logic, "you can spray vitamins on a pile of leaves, and it will boost immunity".
After denying all these accusations by highlighting consumer demand for foods with enhanced nutritional qualities ("a need for more positive nutrition"), on November 6th Kellogg's announced that they were withdrawing the incriminating statement from the packaging.
A week after the withdrawal from "Smart Choices" (programme in which Kellogg's took part), we have here another example showing that, in matters of nutrition, nothing will ever be the same again in the US. Food brands will have to fundamentally reassess their approach to nutrition and the FDA will most likely implement regulations similar to those adopted in Europe. I also believe that criticism of industrial foods will intensify - with repercussions felt throughout the world.
