Tuesday, September 13, 2005

Cereal and health claims

Cereal manufacturers have been trying hard to stand out in a highly competitive marketplace. Lately, cereal health claims have been made to jolt consumers out of their complacency (some of which have been reported here). But, sometimes in their marketing exuberance they step over the line, as is the case with Kelloggs in the U.K. Life Style Extra reports that the Advertising Standards Authority is investigating claims made that children who ate Corn Flakes are 9 per cent more alert. Breakfast is important, but companies must be careful not to overstate the benefits, and even challenge the intelligence (or prey on the gullibility) of consumers.

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