• May 13, 2009

The FDA has told Cheerios that it cannot promote its cereal as reducing cholesterol by a certain percentage point, reports B&C. The agency has already given its OK to the claim that soluble fiber from whole grain oats is associated with a reduced risk of coronary heart disease. The issue is claiming a percentage of reduction. If Cheerios doesn't stop that practice, it faces seizure and injunction against manufacture. To date, the cereal claims it can lower cholesterol by 4% in six weeks on the box. (The Web site claims 10% in one month.) The FDA says such claims will force it to consider the cereal as a new drug, for which it must first get FDA approval before marketing. Cheerios maker General Mills stood by the claim, but said it would work with the FDA to address its concerns.