Cheerios: Food or drug?
According to the letter, “Based on claims made on your product’s label, we have determined that your Cheerios Toasted Whole Grain Oat Cereal is intended for use in the prevention, mitigation and treatment of disease.”
The letter outlines claims made on the Cheerios label: “You can lower your bad cholesterol 4% in 6 weeks,” and “Did you know that in just six weeks Cheerios can reduce bad cholesterol by an average of 4%...”
According to FDA, these claims indicate that Cheerios is intended for use in lowering cholesterol, and therefore in preventing, mitigating and treating the disease hypercholesterolemia. Additionally, the claims indicate that Cheerios is intended for use in the treatment, mitigation and prevention of coronary heart disease through lowering total and bad cholesterol. Because of these intended uses, FDA considers the product a drug or a new drug, and therefore, cannot be marketed with the above claims in the
General Mills has posted a vigorous response on its Web site: “Cheerios’ soluble fiber heart health claim has been FDA-approved for 12 years, and Cheerios’ ‘lower your cholesterol 4% in 6 weeks’ message has been featured on the box for more than two years.”According to the General Mills rebuttal, “The science is not in question. The scientific body of evidence supporting the heart health claim was the basis for FDA’s approval of the heart health claim, and the clinical study supporting Cheerios’ cholesterol-lowering benefit is very strong. The FDA is interested in how the Cheerios cholesterol-lowering information is presented on the Cheerios package and Web site. We look forward to discussing this with FDA and to reaching a resolution.”
Wanted: Effective CPG talent management
According to the study, many sales executives see a significant opportunity to improve the effectiveness of their talent management programs. A low-growth economy presents a chance for companies willing to invest in the best and brightest sales force to be well positioned when the recovery commences.
Executives surveyed for the study identified aligning talent with customer needs and effective performance evaluation as primary concerns within the CPG industry. Workforce diversity also is a priority for CPG sales teams, according to the study.The study surveyed 164 executives and sales people from 34 CPG manufacturers and sales and marketing agencies in the
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