Is Cheerios the next Lipitor?
Posted in Nutrition on May 15th, 2009 by adminCereal used to be just something you ate for breakfast because it was quick, tasty, and better for your thighs than a donut. Lately, cereal has had an identity crisis. Wheaties started the trend to become something more than flakes in a bowl of milk by self-proclaiming themselves as the breakfast of champions. I guess advertisers thought if you have to eat anyway, it might as well make you a champion in the process. Then, Special K decided to do for weight loss what Jared did for Subway. Eating Special K all of a sudden became a challenge. Take the Special K challenge, which consists of eating only Special K for breakfast and lunch and followed by a sensible dinner, and you were promised to lose weight. Duh. Eat that few a calories a day of anything and you’ll lose weight, too.
Frosted Mini Wheats couldn’t be left out. Being a skinny champion apparently wasn’t enough. Kellogg’s just recently went through a media debacle by claiming that kids with ADHD that ate Frosted Mini-Wheats improved their attentiveness by nearly 20%. Well, that didn’t go over well for a myriad of reasons, the main one being insufficient scientific data. Suffice it to say, Frosted Mini Wheats went back to being just a cereal.
Cheerios must have missed all the brouhaha with Frosted Mini Wheats and decided to tip its own hat into the wonder cereal arena. Cheerios has always claimed to be heart healthy, but new marketing has taken Cheerios to new heights. It now states loud and clear on every box that it can lower your cholesterol by 4%. Drug companies like Lipitor almost had a heart attack themselves with this new campaign. As no surprise to anyone, except for the makers of Cheerios, the FDA has now put the kabosh on this pseudo science claim. “In order for Cheerios to be clinically proven to lower cholesterol, the product would have to be approved like it were a drug.” Call it me, but I’m not sure being classified as a drug would be the image Cheerios is after.
The spokesperson for Cheerios said this is all a matter of semantics and that Cheerios when eaten in conjunction with a healthy diet and exercise program will lower your cholesterol. Needless to say, Cheerios is going to be joining Frosted Mini Wheats back on the grocery shelves as simply a cereal again, too. This all makes me miss Mikey of Life cereal. How about we eat cereal again because ‘we like it, we really, really like it!’ Even if it won’t make us a thinner, more focused, heart-healthy champion.
