The advertising watchdog has launched an investigation into a Nutella commercial which claims the chocolate and nut spread is part of a balanced breakfast for children, but neglects to mention its high sugar and fat content.
The Advertising Standards Authority said it has received about 20 objections to the advert, which was also branded "misleading" by the consumer group Which?
Although the advertisement says each jar of Nutella contains 52 hazelnuts, the equivalent of a glass of skimmed milk and some cocoa, it does not make any reference to the amount of sugar and fat. According to Which? the spread is 55% sugar and 31% fat.
"We think it is misleading to tell people about the hazelnuts, skimmed milk and cocoa, but not mention that it's over half sugar," said Sue Davies, chief policy adviser for Which? "You would have to eat a whole jar of Nutella just to get the claimed 'equivalent of a glass of skimmed milk'. That would also mean consuming over 100g of sugar."
The ASA said complaints focused on the fact that hazelnuts and milk are not the main ingredients in Nutella.
But Ferrero, which makes the spread, denied the commercial was meant to misinform. "We do not believe the Nutella ad is misleading as eaten in the recommended portion size Nutella, which is a hazelnut rather than chocolate spread, can be a good component of a balanced breakfast," it said in a statement.
Are there any Nutella fans out there! If so then please reply to my blog and let me know your feelings!
2 comments:
I'm a fan of Nutella, I have to admit. But it’s not only Nutella who is trying to hide the real danger of the amount of fat and sugar it contains. Many other products in the market now claim to be "%50 less fat or %50 less sugar", but still contain enough of these two to make you obese or diabetic!
I agree. From a marketing point of view Nutella won't sell if they promote those details to the public. Yes, they are hiding the facts they don't wish to share. However, if Nutella were tto the public not to eat it too often then its just as harmful as a chocolate bar and we all eat those! Obesity only comes when you eat industrial portions! It's a difficult one because you can't argue in Nutella's defence but you still want to because their chocolate spread is heavenly!
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