Spilled milk.

Cheerios are on the chopping block with the FDA this week.  Cheerios, known for its almost two year marketing campaign which boasts “We’re made of whole grains” and “Cheerios can reduce cholesterol 4-6% in six weeks” may be seeing lawsuits if they don’t shape up.  The FDA issued a warning letter to General Mills that stated the cereal has “serious violations” due to their health-related claims.  According to the letter,

“Based on claims made on your product’s label, we have determined that your Cheerios Toasted Whole Grain Oats Cereal is promoted for conditions that cause it to be a drug because the product is intended for use in the prevention, mitigation and treatment of disease.”

The Cheerios website is now accompanied by a large splash page which states “The science is not in question.” and is also quick to point out that their heart healthy message has been approved by the FDA for twelve years.  Good for you, Cheerios!

More trouble to come?

Unfortunately, according to an article in AdAge, marketers should take the Cheerios warning letter to heart.  The FDA will be receiving $3.2 billion next year, it’s largest budget in history, which will give the FDA even more opportunities to double check health-based claims.  Could this revitalized and refinanced FDA have an impact on health games?