The U.S. Food and Drug Administration has rejected General Mills' effort to label cereals as good and excellent sources of whole grains.
The Wall Street Journal reports that the company had hoped to use a trend towards healthy foods to revive cereal sales.
The FDA, in its response to General Mills, said that the terms "good source" or "excellent source" can only be used for nutrients such as vitamins, where a recommended daily intake has been established. The agency said that labels like "10 percent whole grain" or "made from 100 percent whole-grain oatmeal" are appropriate, if true.
General Mills and other cereal and bread manufacturers have increased whole grain content and added icons to their labels. The FDA did not order General Mills to change its labels and a spokeswoman told the newspaper that any decisions will be made case by case.
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