The Sugar-Score of Breakfast Cereal Maker Holie is not misleading advertising, The Summary Proceedings Judge in Amsterdam Has Ruled. Competitor Lotus Bakeries SUED the Newcomer to the Market over the Self-Invented Sugar Score.
Holie May Therefore Continue to Advertise the Sugar Content of Both Its Own Products and Products of Competing Brands. In The Advertising Campaign, Breakfast Cereals from Various Brands Received an A, B or C, Depding on the Amount of Sugar.
Nakd. and Trek bars from Lotus Received a C from Holie, which would mean that they contain more than 10 percent sugar. Holie’s own bars scored an a (0 to 5 percent sugar).
Lotus Felt That The Campaign was misleading and impermissible comparative advertising. The letters with accompanyying colors would suggest that products with an a are healthy and those with a c are unhealthy.
The Judge Sees It Differently. The ruled that it is sufficiently clear to the consumer that it concerns the sugar content in the product and that it is not a nutrition or health claim. “The Advertising Expression of the Sugar Score does not say that sugar is bad, but only that more sugar is worse than less sugar,” The Court Said in A Statement.
Lotus Continues to Disagree with Holie’s Advertising: “Our nākd. Bars contain no added sugars, Only Natural Sugars from Fruit and Nuts,” Says a Spokesperson. “Holie’s Self-Created Sugar-Score Only looks at the Total Sugar Content, Without Distingughing Between Natural and Added Sugars.”