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Watchdogs Sue Kellogg's Over Cereal Ads

•  National News     updated  2009/08/10 13:53


According to Courthouse News, Kellogg falsely advertises that its Frosted Mini-Wheat cereal "improved children's attentiveness by 20 percent," the National Consumers League claims in Superior Court. The nonprofit Consumers League claims Kellogg's "study" compared kids who ate its sugared cereal with children who did not eat breakfast at all - and even then, juggled the numbers.

The Consumers League claims the breakfast cereal giant's "clinical study" actually found that only one out of nine children who ate Frosted Mini-Wheats for breakfast was more attentive by 20 percent.

"In fact, kids in the clinical study who ate Frosted Mini-Wheats had an average of 10.6 percent better attentiveness three hours later than kids who had skipped breakfast," the complaint states. "Indeed, relatively few kids - only approximately one in nine -experienced 20 percent improved attentiveness in the study, and only one in seven kids who ate the cereal improved their attentiveness by 18 percent."

The National Consumers League seeks damages of $1,500 per violation of the D.C. Consumer Protection Procedures Act, plus costs.



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