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Danone has been ordered to drop misleading health claims

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By: Sean Moloughney

Editor, Nutraceuticals World

Leading French dairy firm Danone has been ordered to drop misleading health claims from advertisements in the U.K. for one of its yogurt brands. The ad claimed that its Shape yogurt was made with ‘added nothing’ and was ‘virtually fat free.’ But rival firm Muller alerted the U.K.’s Advertising Standards Authority to a 0.9% fat content in the product, claiming that dairy industry guidelines only allow the ‘virtually fat free’ claim for up to 0.3% fat…The ASA also upheld a consumer complaint about the use of the term ‘added nothing.’ Although the brand contains no artificial additives, because the yogurts do contain other additives the authority considered this claim to be misleading…

—Nutraingredients.com, 1/8/04

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