Cadbury has had its wrist slapped by the Advertising Standards Authority for making a non-permitted nutrition claim about its Delights bars in a radio ad.
A voiceover in the ad stated: “Delights have that same chocolatey Cadbury taste you’ve had a million times before. Same soft nougat, same gooey caramel; but they’re only 91 calories.”
One complainant, a registered nutritionist, challenged whether the claim “only 91 calories” breached the BCAP code.
The ASA further challenged whether the ad made an implied “energy reduced” comparative nutrition claim, which also breached the code.
Both issues were upheld, on the basis that only nutrition claims authorised on the Great Britain Nutrition and Health claims register can be made in ads promoting food or drink products.
In the case of “energy reduced” comparative nutrition claims, the energy value must be reduced by at least 30%, and must give some indication of the characteristics that reduced the food’s total energy value.
However, the Cadbury Delights products referenced in the advert did not have 30% fewer calories than standard Cadbury chocolate bars.
The ASA ruled that the ad must not appear again in the same form.
“We recognise the decision by the ASA and will abide by its ruling,” a spokesman for Cadbury owner Mondelez told The Grocer.
“The intention of our advert was to provide factual information on the calorie content per bar, whilst underlining taste credentials, with our research highlighting that this approach resonated with consumers.
“We did not intend to make a nutrition claim in any of our creative.”
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