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NAD recommends Fruit2O lose fruit nutrient claims

This article was originally published in The Tan Sheet

Executive Summary

Sunny Delight Beverages Co. should not claim its Fruit2O Essentials fruit-flavored waters contain "nutrients equal to two servings of fruit," as the language could mislead consumers to believe the beverages offer nutritional benefits comparable to those of fruit, the National Advertising Division says. The Council of Better Business Bureaus unit noted in a June 23 opinion the Fruit2O products do not contain the vitamin A or polyphenols found in whole fruit. Campbell Soup Co., maker of V8 juices, alleged Sunny Delight's Fruit2O ads violated FDA policy by adding nutrients unjustifiably to products. NAD declined "to interpret or fulfill FDA policy." Campbell additionally challenged Fruit2O's tagline: "The wonders of fruit. The refreshment of water," which NAD said is puffery, but that the firm should modify or discontinue it in the context of Fruit2O's fruit nutritional equivalence claims. Sunny Delight argued "a reasonable consumer" would not believe Fruit2O provides the full nutrition of fruit and said it is disappointed with NAD's findings
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