The Advertising Regulatory Board (ARB) in South Africa has partially upheld a consumer complaint against Pioneer Foods' Liqui-Fruit brand. The complaint focused on the claim that fruit is sourced "only from local farms," which was deemed misleading and requires amendment.
The advertiser clarified that the tag was removed from the website and was not intended for public dissemination. They contended that the complaint was deliberately sought out, suggesting it might be vexatious.
The phrase "Nothing But Fruit," integral to Liqui-Fruit's brand identity and a registered trademark, denotes the product's nature as a long-life fruit juice. It contrasts with fresh or short-shelf juice, which necessitates refrigeration.
The ARB concluded that while phrases like "100% Fruit Juice" and "Nothing But Fruit" imply purity, they adhere to South African food and advertising standards. These terms are permissible for reconstituted juice from concentrate, with minor allowed additions such as citric acid and vitamin C.
However, the claim that fruit is sourced "only from local farms" was unsubstantiated by the advertiser. The ARB determined this wording could lead consumers to expect that all fruit is locally sourced, which is inaccurate. Consequently, Liqui-Fruit has been directed to remove or modify the claim.
Source: Bizcommunity