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FDA OKs ads for product claiming to cut peanut allergy potential in kids

The Food and Drug Administration has given the okay for a New York company to advertise the claim that its food can cut the potential for developing a peanut allergy.
The makers of "Hello, Peanut!" claim their product can reduce the chance of a child getting a peanut allergy.

WASHINGTON (WTHR) - The Food and Drug Administration has given the okay for a New York company to advertise the claim that its food can cut the potential for developing a peanut allergy.

It's the first time the FDA has recognized such a health claim.

Assured Bites, maker of the "Hello, Peanut!" line of products had petitioned the FDA for the option to advertise its claim. The company says its products are a simple and safe way to gradually introduce peanuts to infants as young as five months of age to reduces the chance of developing a peanut allergy.

The FDA indicates science backs up the idea of giving a little ground-up peanut to babies and young children to potentially prevent allergies. Earlier this year, the National Institute of Allergy and Infectious Disease also released similar research-based guidelines that giving peanuts to kids early in life can train their immune systems to not overreact and cause a dangerous allergic reaction.

About two percent of U.S. children are impacted by peanut allergies, the most common food allergy.