FDA OKs Claims on Some Oat Foods

WASHINGTON — The Food and Drug Administration decided Tuesday to let that morning box of oatmeal advertise that it’s heart-healthy.

Under the new regulation, companies can claim that eating foods made from rolled oats, oat bran and oat flour that contain enough soluble fiber may reduce the risk of heart disease--as long as they’re part of a low-fat diet.

The regulation, effective immediately, was prompted by a request from Quaker Oats, the nation’s leading maker of oatmeal.

Other cereal makers will benefit too: General Mills is preparing to relabel original Cheerios and other brands.

But not every oat-containing product--like high-fat bran muffins and granola--qualifies, the FDA warned. Only low-fat products--those that have 3 grams or less of fat per serving--qualify. And General Mills can’t even put the label on Apple-Cinnamon or Frosted Cheerios because they don’t contain enough oat bran.

General Mills spokesman Joe Rutledge said his company would likely start a major advertising campaign to tout the new health claim once it is finalized, and Quaker is expected to do the same, analysts said.

“You should see a pretty good pop” in sales for Quaker and General Mills, said Steven Galbraith, an analyst with Sanford C. Bernstein in New York. “This might be the catalyst for a move back” to pushing healthy cereals, after recent introductions of more “indulgent” sweet cereals, he said.

Shares of Chicago-based Quaker rose 87.5 cents to close at $40.125, while General Mills shares gained $1.375 to close at $65.875. Both trade on the New York Stock Exchange.

Consumer advocates said the FDA decision sends consumers the wrong message, ignoring that fruits and vegetables are full of soluble fiber.

“If one wants to increase soluble fiber consumption, it’s easier eating a variety of foods rather than gorging on oat products,” said Bruce Silverglade of Center for Science in the Public Interest.

Certain oat products already could be labeled as low-fat or high-fiber foods. But the new regulation marks the first time the FDA has let a specific food claim that it fights a disease.

Clinical trials show people need 3 grams of soluble fiber a day to help lower their cholesterol, the FDA said. To qualify for the health claim, oat-containing foods must provide at least three-fourths of a gram of soluble fiber per serving.