The Food and Drug Administration is taking aim at Cheerios, as Advertising Age reports. After two years of advertising the health benefits of the oats in Cheerios, General Mills now faces the wrath of the FDA. By claiming that it can lower cholesterol, no matter how many studies support that claim, General Mills is allegedly transforming its product into a drug. We can understand the concerns that regulators may have with health benefits that may sound like the medicinal benefits of drug, but surely there is a place to let people know about the well-established effects of certain foods. As knowledge of nutrition grows, there are many natural foods that may be helpful in dealing with a wide variety of health issues. To stifle that information will only discourage innovation in the way we eat and in the products that companies market.
Companies seeking innovation in foods have struggled with the anti-innovation impact of product labeling. When it’s a federal crime for citrus labeling to inform people that lemons may help cure scurvy, perhaps it’s time to reconsider the costs and benefits of food-related regulations. There are numerous potential innovations in food that could benefit millions if only information could be shared without the threat of FDA penalties. There are costs and benefits to be weighed, certainly, and sound food regulation is important. However, the impact on innovation is often overlooked, as are the hidden costs on consumers.
Something to think about the next time you enjoy a bowl of crunchy oat-based drugs.
General Mills’ response is at Cheerios.com.