Immunity Claims Coming Off Cereal Boxes: Kellogg

Immunity claims will be removed from boxes of Rice Krispies and Cocoa Krispies, says Kellogg Co., which faced a barrage of criticism for the new label claim as concerns grow about the threat of swine flu.

The company said it will take several months to phase out the cereal boxes that contain a large label that reads "Now helps support your child's immunity," the Associated Press reported.

The company said it will continue to add extra antioxidants to the cereals, a practice it began last year in a move intended to respond to consumer desire for improved nutrition, said Kellogg spokeswoman Susanne Norwitz.

The FDA monitors claims made by food makers and said manufacturers are responsible for the truth of those claims, the AP reported.

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