K-Sentials to modify claims--NAD

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Kellogg Co., Battle Creek, Mich., agreed to modify some K-Sentials ad claims that were found misleading by the National Advertis-ing Division of the Council of Better Business Bureaus, New York. Kellogg cereal rival General Mills, Minneapolis, challenged the nutritional claims. NAD concluded Kellogg's evidence was insufficient to support implied claims that K-Sentials provides a unique blend of vitamins and minerals or that all K-Sentials cereals contain additional calcium. It also found that Kellogg couldn't substantiate its implied claim that only Rice Krispies with K-Sentials provides toddlers with the vitamins and minerals they need. Martin Agency, Richmond, Va., handles the K-Sentials line.

Copyright December 1999, Crain Communications Inc.

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