Monday, July 19, 2010

Kellogg's recall - update

Kellogg's recent voluntary recall of certain cereals gained some media attention, but the biggest criticism leveled against them concerned the fact that they didn't immediately disclose the ingredient that was causing the unusual flavor and odor. Since then it has been revealed that the culprits are hydrocarbons, specifically hydrocarbon methylnaphthalene, whose safety is yet to be firmly established.

As with all public relations matters the question is whether Kellogg handled this in the best manner. Discerning consumers are demanding more accurate information upfront. And, if because of the nature of this ingredient the perception could grow that many processed breakfast cereals are far from being has healthful as they should be.  This could also influence public regulators to get involved.

It will be interesting to see if this recall and the fallout from it affects their bottom line.

(Source: New York Times)

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