Snap, Crackle, Slap: FTC Objects to Kellogg's Rice Krispies Health Claim

The Federal Trade Commission found fault with assertions the company made about various types of its Rice Krispies cereal.

As a result, the FTC said Thursday the company has agreed to abide by new restrictions under a settlement written last year regarding health claims the company made about its Frosted Mini-Wheats cereal.

"We expect more from a great American company than making dubious claims—not once but twice—that its cereals improve children's health," said Jon Leibowitz, chairman of the FTC.

On packages, Kellogg claimed Rice Krispies "now helps support your child's immunity" with "25% daily value of antioxidants and nutrients—vitamins A,B, C and E." The back of boxes stated that Rice Krispies "has been improved to include antioxidants and nutrients that your family needs to help them stay healthy."

In a statement, Kellogg said it has a long history of responsible advertising. "We stand behind the validity of our product claims and research, so we agreed to an order that covers those claims," the company said.