• Ad Age, Thursday, November 5, 2009 11:15 AM

Kellogg said yesterday that it would discontinue marketing Rice Krispies and Cocoa Krispies as products that could boost a child's immunity but would continue to provide the increased amounts of vitamins A, B, C and E that it added to the cereal last year. "While science shows that these antioxidants help support the immune system, given the public attention on H1N1, the company decided to make this change," Kellogg says in a statement.

Emily Bryson York reports that the food industry is under increasing scrutiny from the Food and Drug Administration, which is developing a standardized labeling system following the debacle surrounding the now discontinued Smart Choices program.

Don Ochwat, editor of Shopper Marketing Magazine, predicts that food marketers will eventually use third-party organizations to certify their health claims, as many already do regarding environmental sustainability. Of course you then run into the problem of determining which certifying organizations are reputable, Bryson York points out.

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