Food and Retail Update 14 September 2014

ASA reject basis for 30% fat reduction claim

The Advertising Standards Authority (ASA) has upheld a complaint regarding a 30% less fat claim by Kellogg for a porridge based on the cereal having a 30% lower fat content than other porridges on the market. The ASA ruled that the comparison should have taken into account the addition of milk as directed so that the comparison would be on the basis of an ‘as consumed’ product as required by DH guidelines. Criticism is also levelled at methodology used to determine market share.

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Hilary Ross

Executive Partner (London) - Head of Retail, Food & Hospitality

Recognised by The Lawyer as one of the UK’s Top 100 lawyers, I advise clients on compliance and challenges across the EU in relation to products, systems and safety.