You might have heard (or even believe) that “Breakfast is the most important meal of the day”.
This is a common belief that a lot of consumers have. However, there is no conclusive scientific evidence to suggest whether breakfast is indeed the most important meal of the day! In fact, it was stated by Kellog’s, an important brand and supplier of…breakfast products!
Claims that producers make…
Kellog’s also announced that their product Kellog’s special K contains a special form of metallic iron, which providers better oxygen uptake by hemoglobin in your blood. Which would make their cereal healthier than competing products. However, they appeared to be adding a purified form of iron that is allowed by law but has no nutritional value (other kinds of ionic iron like Fe2+ and Fe3+ do, but that was not in their product).
…are often inspired by marketing. Not by evidence
So essentially it was the power of marketing that made their product successful. They “just” dropped a quote (“breakfast is the most important meal of the day”) and they did actually add iron to their products. Therefore, they could not be sued for deception. Kellog’s made sure their product meets all regulatory requirements for product compliance.
At ProductIP we help you meeting regulatory requirements for your products. In the IT department we work closely together with the Regulatory department to provide you with the documents that describes – among others – what laws your product must abide and present it to you in a meaningful way. What you do with it next in terms of marketing effort is something that is up to you!
Peter Kassenaar
-- 16 January 2024