Kellogg's Changed the Name of Its Heartwise Cereal to Fiberwise

question 84

Multiple Choice

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

• A)respond to a changing public interest from heart to intestinal health issues.
• B)convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength.
• C)comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names.
• D)avoid a lawsuit by the maker of HeartPro Organic Cereal because it claimed the names and benefits were too similar.
• E)complement its new line of breakfast fiber bars.

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