It seems like this is based on an 1911 study and an article published in 1940. It's popular with herbal remedy groups and can be found on almost every advertisement for 'wheatgrass juice.'
One such site can be found here:
http://www.shirleys-wellness-cafe.com/greens.htm
Notice the quote from "Wheatgrass Juice - Gift of Nature" by Betsy Russell Manning
Quote:
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The solid content of juice made from wheatgrass is 70 percent chlorophyll. Chlorophyll is often referred to as "the blood of plant life" and has almost the same chemical structure as haemoglobin (oxygen transport molecules in red cells in human blood), according to studies done in 1911. The difference between the two is that in human blood the metallic element of the haemoglobin is iron, while in chlorophyll this atom is magnesium. Chlorophyll goes into the red blood cells immediately. The red cell count was returned to normal within 4 to 5 days of the administration of chlorophyll in animals which were known to be extremely anaemic.
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This sounds like a possible source for that claim.