I noticed this morning that my cereal box has the following claim on it:
“A study shows that 8 out of 10 who eats Kellogg’s All-Bran at least 3 times a week experience better digestion*”.
“*Source: Nordic study based on 643 respondents (who eats Kellogg’s All-Bran at least 3 times per week). The Nielsen Company 2007.”
This claim is reiterated on the Norwegian site, but the US site makes no such claims. (googling for “Kellogg’s health claims” might explain why).
Now, when making a health claim one would usually (unless you’re a homeopath, faith healer, acupuncturist, chiropractor, aura cleanser, can shoot rainbows out of your tummy, etc..) back up that claim with good scientific evidence, in other words you can show to a collection of scientifically valid experiments/studies.
This so called study as described above certainly raises a couple of red flags, and I suspect this “study” is of extremely poor quality, or maybe even be just a simple poll (not a scientific study at all).
Of course being a curious fella I sent the following mail to Kellogg’s:
Regarding the study being referred to on the All-Bran packaging and the website (http://www.allbran.no), carried out by The Nielsen company 2007.
- How may I obtain a copy of this study?
- How did the selection of participants for the study take place?
- What’s the distribution of participants between the different nordic countries, age composition and sex composition?
- What where the criteria for participant selection?
- Which questions where used, and how were the answers quantified?
- Of the 643 persons referred to in the study, how big a part of the total participants in the study do these represent?
- Is the data collected only based on self reporting of the daily intake of All-Bra, and the self reporting of the perceived increase in digestive function?
- Which methods were used to account for the placebo effect?
I’ll update this post when I get a reply


