FDA OKs Kellogg heart claim

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The U.S. Food & Drug Administration said Kellogg Co. can claim its cereals containing psyllium "may reduce the risk of coronary heart disease when used as part of a diet low in fat and cholesterol." The FDA previously approved the claim for Quaker Oats Co. cereals containing oat products. Kellogg is expected to quickly break new ads for Kellogg's Bran Buds and perhaps other products. Leo Burnett USA and J. Walter Thompson USA, both Chicago, handle Kellogg.

Copyright February 1998, Crain Communications Inc.

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