FDA takes issue with Cheerios health claims

Federal drug regulators are scolding Golden Valley-based General Mills. The FDA says the company is making inappropriate claims about the ability of Cheerios to lower cholesterol and treat heart disease.

The FDA says language on Cheerios boxes suggests the cereal prevents or treats heart disease. Regulators say only FDA-approved drugs can make such claims. The agency asked General Mills to correct the alleged violations.

Among other claims, the labeling states: "you can lower your cholesterol 4 percent in six weeks."

General Mills insists the health claims on Cheerios have been approved for 12 years, and the FDA's complaints deal with wording on the box, not the cereal itself.

The company says there's strong evidence to support Cheerios' cholesterol-lowering benefit. The company says it will work with the FDA to address the agency's complaints.

General Mills says Cheerios sales totalled $1.4 billion last year.

Wall Street doesn't seem concerned by the news. General Mills stock was up about seven-tenths of a percent in early afternoon trading.

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