\n\nThe FDA warned General Mills that it was, in effect, marketing its Cheerios breakfast cereal as a drug, because the cereal\u00e2\u0080\u0099s familiar yellow boxes carry unapproved claims about lowering cholesterol and reducing the risks of heart disease.
\nIn a warning letter, the FDA cited the claim that \u00e2\u0080\u009cyou can lower your cholesterol by 4 per cent in six weeks\u00e2\u0080\u009d by eating Cheerios regularly.
\nIt objected to Cheerios\u00e2\u0080\u0099 assertion that \u00e2\u0080\u009ceating two 1\u00c2\u00bd cup servings daily of Cheerios cereal reduced bad cholesterol when eaten as part of a diet low in saturated fat and cholesterol\u00e2\u0080\u009d.
\nThe claims \u00e2\u0080\u0093 a central plank of Cheerios marketing for more than two years \u00e2\u0080\u0093 go beyond the tightly defined health benefit claim for foods with soluble fibres, such as Cheerios, approved by the FDA for use in food marketing.
\nDr Steven Sundloff, head of the FDA\u00e2\u0080\u0099s Center for Food Safety, said the action was \u00e2\u0080\u009cnot to impugn Cheerios\u00e2\u0080\u009d, which he called \u00e2\u0080\u009ca product that can be part of a healthy diet\u00e2\u0080\u009d.
\nBut he said: \u00e2\u0080\u009cThe packaging clearly carries a drug claim.\u00e2\u0080\u009d
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via FT.com / Companies / Food & Beverage - FDA warns Cheerios over health claims.
\nYour tax dollars at work.
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