Kellogg has sufficient evidence to support its Frosted Flakes "long-lasting energy" claim, the Children's Advertising Review Unit ruled on Aug. 20.
At issue was a series of ads Kellogg ran advertising its Frosted Flakes Gold cereal. TV spots advertising the whole grain and honey-baked cereal focused on the product's ability to deliver long-term energy. The ads caught the attention of the CARU, an investigative unit under the National Advertising Review Council, who set out to substantiate those claims.
The TV spot in question shows children and teens engaging in a series of sports while a voiceover asks: "When the game is on the line, will you have the power of Gold? New Kellogg's Frosted Flakes Gold. For long-lasting energy when you need it most. Crunchy flakes with whole grain and sweet golden honey. It's the long-lasting energy part of a nutritious breakfast."
Packaging for the cereal underscores the same point. The box of Frosted Flakes Gold depicts Tony the Tiger with his trademark thumbs-up sign, along with phrases such as "long-lasting energy."
Kellogg, for its part, introduced Frosted Flakes Gold as a ready-to-eat cereal product with a complex carbohydrate mix, the company said. The cereal has 17 grams of complex carbs, 10 of which come from whole grain corn and whole grain wheat.
In a statement released this afternoon, CARU concluded that Kellogg adequately backed such claims. "Following its review, CARU determined that Kellogg provided a reasonable basis for its express and implied 'long-lasting energy' claims as expressed on its product packaging and in its television commercial," the board said.
Kellogg rep Susanne Norwitz said the decision marks no significant change in the cereal's marketing efforts. "We are pleased with CARU's confirmation that the claims for Kellogg's Frosted Flakes Gold cereal are substantiated," she said.
