PROFILE OF THE WEEK

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Wall Street greeted Kellogg Co.'s stock with a tepid response following the FDA's approval of a claim that its psyllium-based cereals "may reduce the risk of coronary heart disease."

Kellogg's statement that it would use the claim in ads for Bran Buds barely moved the ticker price.

The street's sanguine attitude might be due to the fact that the company already has been pouring many of its marketing dollars into health-related advertising.

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