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Carnation infant formula ad claims

This article was originally published in The Tan Sheet

Executive Summary

National Advertising Division of the Council of Better Business Bureaus announced June 11 that Carnation/Nestle "has supported most of the claims for its Good Start and Follow-Up infant formulas but has agreed to modify one claim" describing the products as "leading" formulas. The NAD inquiry followed a challenge from Mead Johnson of Carnation's "gentle" claim for Good Start, which focused on "whether the partial breakdown of milk protein found in Good Start actually affected a baby's tolerance to [the] formula," NAD said. Regarding Follow-Up, Mead challenged what it said were superiority claims. NAD said Follow-Up's claims were warranted because the product "costs less while providing equal nutrition"

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