As Josh so cleverly described, General Mills took one for the team when FDA sent a warning letter about the claim on GM's Cheerios box that it lowers cholesterol.

Why can Kellogg make a claim but GM can't? Maybe FDA is partial to Snap, Crackle and Pop. But there is another reason, a loophole of sorts, that GM should have picked up on originally.
WSJ's Health Blog says that Kellogg "rolled out a revamped Rice Krispies product line this month that boosts the amount of vitamins A, B, C and E in the cereal to 25% of the recommended daily value from 10% of daily value," and "studies show that these vitamins 'play an important role' in the body’s immune system and nutritionists and dieticians generally recommend that at least 25% of nutrient intake occur at breakfast.'"

Now I know why it may be easier for a camel to enter through the eye of a needle than a rich man to get in to heaven - PR people are all crowded into that loophole, blocking the camels.
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