The Kellogg Company has delisted its oat-based Optivita brand in the UK following a decline in consumer demand, but one analyst says the cereal could have suffered from health claim overload.
Use of health and nutrition claims on kids' cereal is widespread, but manufacturers are using them with caution and the majority favor nutrient content claims.
The Kellogg Company is pushing its updated research compendium spanning scientific research that plugs the health benefits of cereals as a breakfast choice.