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FDA Ruling Spurs Kellogg

Kellogg Co. said it intends to revise packaging and advertising for some brands in the wake of the U.S. Food and Drug Administration’s ruling on psyllium fiber. The FDA said it will allow food companies’ advertising to tell consumers that a diet containing psyllium may help reduce the risk of heart disease.
A representative of Battle Creek, Mich.-based Kellogg’s said new advertising for several products, including All-Bran cereal, will include that health claim. Leo Burnett, Chicago, handles All-Bran and several other Kellogg’s cereals that contain psyllium.
Kellogg’s last month began TV executions of its previously print-only “Cereal. Eat it for life” campaign, which focuses on cereal’s role in health and fitness. Burnett created that campaign. –Scott Hume