Wonder Bread maker settles charges of making unsupported health claims

WASHINGTON - The maker of Wonder Bread has agreed to settle federal charges that it made unsupported advertising claims that calcium in its products could make children&#39;s minds work better and improve their memories. <br> <br> Under the settlement, Interstate Bakeries Corp., based in Kansas City, Mo., and its advertising agency, Minneapolis-based Campbell Mithun LLC, are barred from making health claims without scientific proof, the Federal Trade Commission said Wednesday. <br> <br> The companies said they settled to avoid the cost of litigation and because they had already stopped running the ads, which were not increasing sales. By settling, the companies don&#39;t admit breaking any law. <br> <br> &#34;We wholeheartedly agree that all advertising claims should be substantiated,&#34; the companies said in statements, adding that they thought they had proof for their claims. <br> <br> The television ads aired in the second half of 2000 with a fictional spokesman, Professor Wonder, who said that Wonder Bread is a good source of calcium, the FTC said. <br> <br> In the ad, Professor Wonder said: &#34;Neurons in your brain need calcium to transmit signals -- without it they can be, well, a little slow.&#34; <br> <br> The ads also claim that calcium can &#34;improve children&#39;s brain function and memory,&#34; the FTC said. <br> <br> However, Interstate Bakeries and Campbell did not have &#34;adequate scientific evidence to support their calcium claims,&#34; said Mary Engle, a director with the FTC&#39;s advertising practices division. <br> <br> Both Engle and Interstate Bakeries said calcium is important for brain function, but Engle said there is no proof that more calcium improves that or affects memory. <br> <br> &#34;This case is about ad substantiation and not about whether Wonder Bread is a nutritious product,&#34; she said. <br> <br> This kind of FTC settlement carries an $11,000 penalty for each violation. <br> <br> Interstate Bakeries markets and sells baked goods under numerous national and regional brand names, including Wonder Bread. <br> <br> The FTC approved the order 4-0 with one commissioner, Sheila Anthony, not voting. There will be a 30-day period for public comments before the settlement is made final. <br>

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