Kellogg Caves on Krispies Claim

Snap, Crackle, and Pop won't be touting their immunity-boosting ways anymore.

After a short-lived furor over Cocoa Krispies labels saying the cereal helps kids' immune systems, Kellogg Co. is discontinuing the claims.

San Francisco city attorney Dennis Herrera sent Kellogg CEO A.D. David Mackay a letter last week asking him to prove the assertion on the front of the cereal box. Herrera criticized the company saying it misled consumers, who may think they can spare their kids swine flu shots by feeding them Cocoa Krispies.

On Monday, the company stood by its labels, noting that the cereal has vitamins A, C, and E, which boost immunity. Today, the company defended its health claims but admits it doesn't want this flap to get any bigger. In a statement, the company says it "heard very little from consumers" but noted "questions were raised in the media regarding the timing of this product and the H1N1 (swine flu) outbreak."

"While science shows that these antioxidants help support the immune system, given the public attention on H1N1, the company decided to make this change," Kellogg says in a statement.

For his part, Herrera says he's "gratified that Kellogg listened to our concerns and recognized the obligation we all have to convey accurate information in the context of a serious public health concern like swine flu."