Müller has successfully challenged rival Danone’s claims that its Shape yogurt was “virtually fat free ".
Advertising watchdogs told Danone to drop its “misleading” health claims after a magazine ad for Shape which said the product was “Now with nothing added”.
The Advertising Standards Authority said Müller queried the claims because Shape contained 0.9% fat - above the 0.3% allowed by the Food Standards Agency.
Consumers also objected to the ads because Shape contained additives.
Danone UK said the product contained “a minimal amount of less well known additives”.
The ASA upheld the complaints.
Danone agreed not to use the claims in future ads.
Advertising watchdogs told Danone to drop its “misleading” health claims after a magazine ad for Shape which said the product was “Now with nothing added”.
The Advertising Standards Authority said Müller queried the claims because Shape contained 0.9% fat - above the 0.3% allowed by the Food Standards Agency.
Consumers also objected to the ads because Shape contained additives.
Danone UK said the product contained “a minimal amount of less well known additives”.
The ASA upheld the complaints.
Danone agreed not to use the claims in future ads.
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