Communicating And Validating The Whole Grain Oats - Heart Health Claim: The Cheerios Story

Client: General Mills, Inc.

Category: Food and Beverage Companies

Background

On January 21, 1997, the U.S. Food and Drug Administration (FDA) granted final approval for the first food-specific health claim. Manufacturers of oat-based foods were allowed to claim on food packaging and in advertising that "soluble fiber from foods such as oat bran, when consumed as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease." The original petition to allow this health claim was submitted by The Quaker Oats Company. General Mills recognized it too could benefit significantly from this claim because its ready-to-eat cereal Cheerios® contains enough soluble fiber from whole grain oats to make it eligible for this health claim. Shortly after FDA approval was granted, General Mills approached Dr. Rippe and RLI for help developing education materials for health care providers and the public to help articulate the health claim.

RLI's Response

In conjunction with the 1997 publication of a major clinical research trial from the University of Minnesota's Heart Disease Prevention Program, which demonstrated that oat bran further lowered cholesterol levels in individuals following the American Heart Association Step One Diet, Dr. Rippe conducted a national satellite media tour. Dr. Rippe also traveled to a number of cities to appear on television to discuss the new whole grain oat claim and its relationship to lowering the risk of coronary artery disease. Additionally, Dr. Rippe and colleagues developed a simple yet effective health promotion program, entitled the Cheerios SureStart Program, which was distributed to 100,000 physicians throughout the United States.

The Cheerios SureStart program outlines simple dietary and lifestyle changes individuals can make to improve their cardiovascular health. Here is what the authors wrote about the simple lifestyle practices that are incorporated into the Cheerios SureStart program:

"Imagine waking up each morning eager to meet the day, knowing you'll look and feel your best. To us, that's what fitness is all about. It's not just a matter of eating right or doing the right amount of physical activity. It's about living energetically, with a positive outlook, enthusiastic about what's in store!

"Contrary to what you may think, achieving this kind of fitness isn't complicated or difficult. That's what the Cheerios SureStart Program is all about—finding the simple steps to get started on the path toward health and fitness. First, it is critical to be realistic. A plan for getting and staying fit absolutely must fit into our busy, complex lives—without having to turn them upside down. If it takes too much time or effort to get and stay fit, chances are we won't. Second, the plan must work. It should be based on research that shows it will help us achieve the benefits we want. The Cheerios SureStart Program meets both these criteria. It is highly realistic because it is simple and can fit easily into your life. It starts you off on a lifetime of looking and feeling your best with two fundamentally important yet uncomplicated steps: eating a low-fat Cheerios breakfast and snack and taking a daily walk. The steps are based on research and recommendations from some of the nation's leading nutrition, health and fitness organizations. The potential benefits are impressive: you can manage your weight better, lower your blood cholesterol level, reduce your risk for heart disease, feel more energetic and simply look and feel better. So don't delay! Get a sure start on a happier, healthier life. Start the Cheerios SureStart Program today."

-James M. Rippe, M.D. and Marsha Hudnell, MS, RD

In conjunction with the Cheerios SureStart program, General Mills asked Dr. Rippe if he would allow his picture to periodically appear on the back of Cheerios boxes; permission was granted for this request. Subsequently, General Mills sponsored a major, randomized, double blind, placebo-controlled prospective study exploring cardiovascular benefits of consumption of whole grain oats, in addition to the AHA Step I Diet, and regular walking as cornerstones in lowering total cholesterol and raising HDL.

Results

During the course of this program, Cheerios® became the number one ready-to-eat cereal in the world. Results of the research trial positioning Cheerios® as part of an overall approach to cardiovascular health will be released in 2000.