Kellogg wouldn't comment on ad plans, which will include TV and print aimed at consumers. Y&R Advertising, New York, handles consumer communications and Y&R's Sudler & Hennessy division handles professional communications. In addition, Ensemble will make available by telephone and Internet a "personal health coach" for consumers with cholesterol problems. The company wouldn't supply details of how that will be implemented.
Psyllium was the ingredient in Kellogg's Heartwise cereal in the 1980s, a product that was renamed Fiberwise and subsequently pulled from market. This time around, however, Kellogg can make health claims, since the U.S. Food & Drug Administration in February gave approval for cholesterol-reduction claims for psyllium.
Copyright November 1998, Crain Communications Inc.