Kellogg says snap, crackle, stop, pulls immunity claims from Rice Krispies


Fears about the spread of swine flu have claimed an unusual victim: food packaging. Kellogg Co. (K) said it is pulling labels from its Rice Krispies and Cocoa Krispies cereals that make claims about boosting children's health.

The cereal giant began adding antioxidants to the Krispies cereals last year, as a response to "parents indicating their desire for more positive nutrition in kids' cereal," the company said in statement. Labels on the cereals' boxes read "Now Helps Support Your Child's Immunity." The nutrients have been shown in studies to boost immune-system health.