Cheerios and Choate

New Orleans The Federal Drug Administration (FDA) slapped around General Mills and its Cherrios’ cereal for making inflated health claims about reducing cholesterol, making those little “o’s” something more like a drug than food. Ironically, this news hit at the same time as the stories on the passing of Robert Choate, the consumer food advocate well known in the 1970’s mainly for exposing the limited health value of breakfast cereals.

General Mills will no doubt keep up its shenanigans in the future just as it has in the past except when the Robert Choate’s of our time decide to step up and stand out on these issues. Consumer protection, as we are being reminded everyday of this recession – remember the subprimes! – is not glamorous or front page news anymore, but a daily, necessary grind.

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