Kellogg in trouble over Frosties advert

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Kellogg in trouble over Frosties advert

http://www.bakeryandsnacks.com/news/news-NG.asp?n=55227-kellogg-in-trouble

 

06/10/2004 - A public complaint and a wrap on the knuckles from the UK

Advertising Standards Authority has left the Kellogg company red-faced

over its recent Frosties cereal advert and again thrust children’s

advertising into the health spotlight. Chris Mercer explains why.

 

“Train hard, eat right and earn your stripes,” was the Kellogg slogan

that accompanied two boys dribbling a football through the streets of

Rio whilst being coached by brand mascot Tony the Tiger, shown in

cinemas across the UK.

 

But Tony’s football coaching career was put into early doubt as an

anonymous complaint to the ASA objected to the “eat right” part of the

advert slogan, because it falsely implied that Frosties were healthy

when in fact they were laced with sugar.

 

And, after considering arguments from both sides, the ASA has now upheld

the complaint, warning Kellogg not to repeat the “eat right” claim in

future adverts.

 

An ASA statement said: “Because it considered that Frosties had a high

sugar content, the Authority concluded that the implication [in the

advert] was misleading.” Justifying its decision, the ASA said that

whilst Frosties contained 12 grams of sugar per 30 gram serving,

Weetabix and Bran Flakes contained 11 grams and five grams less sugar

respectively for a similar serving.

 

The authority added that a a bowl of Frosties with milk contained more

sugar than an apple, fruit juice or plain yoghurt. The ruling is

embarrassing for Kellogg’s which only a few weeks ago ran a promotional

National Breakfast Week in the UK, advertising the health benefits of

“the most important meal of the day”.

 

But Kellogg has railed against the ASA decision, asserting that sports

nutritionists agreed that cereals like Frosties, which were low in fat

and high in simple carbohydrates, were a good energy source for people

playing sport.

 

The company also said that a 30 gram serving of Frosties provided 25 per

cent of the recommended daily intake of six B-group vitamins and 17 per

cent of the recommended daily calcium and iron intake.

 

Chris Wermann, European director of coporate affairs for Kellogg, told

BakeryAndSnacks.com ofhis surprise that “one letter to the ASA can cause

a ban on something clearly being done with all the right intentions”.

 

“We have specifically used advertising air time to engage kids to eat

more sensibly and be more active. We are doing things for all the right

reasons. There is no excess sugar in Frosties and sugar levels are well

below the daily recommended allowance for kids,” said Wermann. Wermann

nevertheless admitted that Kellogg would now have to re-think its

advertising strategy, and the ASA ruling has highlighted the issue of

tighter controls on companies advertising their products to children.

 

Sue Davis, principal policy advisor for consumer campaigning group

Which?, welcomed the ASA decision: “It seems as if the ASA is finally

responding to the mounting evidence showing that advertising influences

the foods that children choose to eat.

 

" If the government is serious about curbing the obesity epidemic it has

to lose the couch potato approach towards companies misleading parents

who are trying to encourage their children to eat more healthily,” she said.

 

Which? wants the Government use its forthcoming Public Health White

Paper, out later this month, to restrict advertising of foods high in

fat, sugar and salt during children’s viewing times. The paper is

already likely to include provision for healthier school meals.

 

The ASA decision on Kellogg also adds to the growing tension between the

UK government and food industry over the amount of salt, sugar and fat

going into products.

 

The last month alone has seen the launch of a campaign by the Food

Standards Agency to reduce salt levels in products and consumer diets

and also rumours of a future, government campaign aimed at cutting sugar

in a range of products from baked goods to ready meals.