Lawyer Says, “Don’t Call Us Fat.”

Dear Brandweek,
Your article, “Kellogg Wakes Up Eggo with New SKUs, Design,” (Brandweek, Dec. 13), contains a factual mischaracterization of Pillsbury Waffle Sticks with Dippin’ Cups.
Pillsbury Dunkables Waffle Sticks with Syrup Cups, as our product is now called, do not contain 30% more fat than Eggo Original French Toaster Sticks. Eggo Original French Toaster Sticks have six grams of fat per 90-gram serving. Pillsbury Dunkables Waffle Sticks with Syrup Cups have six grams of fat per 122-gram serving. Accounting for our larger serving size, we actually have 30% less fat per gram than the Eggo product.
John Luedke
counsel, General Mills

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, I'm the founder and creative director at Bonehook in Portland, Oregon. We bring integrated marketing solutions to our clients in healthcare, human services, real estate, fashion, outdoor recreation, and food and beverage.