NAD recommends changes to Fruit2O ads
June 25, 2010
by Jeff Gelski
NEW YORK — Sunny Delight said it has changed an advertising campaign for its Fruit2O beverages following a challenge by The Campbell Soup Co. and a recommendation from the National Advertising Division of the Council of Better Business Bureaus.
The N.A.D. on June 23 said because the advertising makes a claim of “equal to 2 servings of fruit,” consumers reasonably may expect the product to contain certain nutrients in the same quantities as fruit. Because the implied message was not supported, the N.A.D. recommended the claim be discontinued.
According to the N.A.D., Sunny Delight took issue with certain N.A.D. findings, but the Cincinnati-based company said it has “made changes to its advertising campaign and will implement additional revisions, to the full extent possible, in any remaining advertising consistent with N.A.D.’s guidance.”
The Fruit2O line includes the six flavor varieties of cranberry raspberry, strawberry kiwi, peach mango, cherry acai, citrus, and blueberry pomegranate. According to Sunny Delight, each Fruit2O Essentials flavor is fortified with several nutrients found in two servings of fruit. The nutrients include manganese, zinc, phosphorus, potassium, vitamin E, vitamin B5 and vitamin B6.
The Campbell Soup Co., Camden, N.J., argued many of the nutrients added to the waters are present in small amounts in those fruits or are not the most prominent or signature nutrients for which the fruits are known. Campbell also said that to the extent the nutrients are delivered, in many cases they are present at a level that is significantly less than what a consumer would get by eating two servings of the fruit themselves.
The N.A.D. reviewed the following claims:
●Fruit2O essential water beverages contain “5(or 4) nutrients equal to 2 servings of fruit.”
●”Fortified with nutrients equal to 2 servings of fruit.”
●”Each Fruit2O essentials flavor is fortified with nutrients like its fruits.”
●”The wonders of fruit. The refreshment of water.”
The N.A.D. recommended the tag line “The wonders of fruit. The refreshment of water” be modified or discontinued because the tag line contributed to the implied message that the water product was equivalent nutritionally to actual servings of fruit.