Breaking News on Supplements, Health & Nutrition - Europe US edition | APAC edition

Trends > Health claims

Nutricia wins follow-on milk TV ad battle over ‘2x’ nutrient claims

By Shane Starling , 05-Dec-2012
Last updated on 05-Dec-2012 at 14:09 GMT2012-12-05T14:09:02Z

Infant and medical food specialist Nutricia has had a UK TV campaign claiming toddlers needed twice the nutrients of adults backed by the watchdog there.

The ad for Cow & Gate Growing Up Milk stated, “It's no wonder toddlers need more than two times the nutrients you do…” and featured a ‘x2’ symbol on-screen.

It was challenged for being misleading but the UK Advertising Standards Authority (ASA), along with the television screener, Clearcast, backed Danone-owned Nutricia.

“We understood that for each of the nutrients listed in the ad, in particular, vitamin D, iron and omega-3, in addition to other nutrients, including energy, protein and other vitamins and minerals, a toddler's daily recommended intake was more than two times greater, per kg of bodyweight, than that of adults,” the ASA wrote.

This was based on reference nutrient intakes (RNIs) from the UK Department of Health report ‘Dietary Reference Values for Food Energy and Nutrients for the UK’.

The ASA said the ad also featured a caption that stated: "Relative to her size. Based on RNIs".  

The voluntary watchdog continued: “Whilst some viewers may not have understood what was meant by ‘RNIs’, we considered it would have been clear from the rest of the on-screen text that the greater nutritional need was relative to their size. We therefore considered that the on-screen text suitably qualified the claim.”

Nutricia based its calculation on DoH weights of 10.5 kg for an 18-month-old female toddler; 60 kg for an adult female and 74 kg for an adult male.


Nutricia was pulled up however in 2009 for overstating the importance of milk as a dietary component in the same Cow & Gate Growing Up Milk.

The ad said two 500ml cups of Growing Up Milk could provide the same iron level as a 20 litre container of milk.

 “We concluded that the presentation of the ad was likely to mislead by implying that milk was the most important component of a toddler's diet to consider in relation to providing adequate iron intake, when that was not the case,” the ASA said at the time.

“...the presentation of the ad exaggerated the benefit of the product in the diet and was likely to mislead by suggesting to parents either that not using Growing Up Milk could risk iron deficiency in their children, or by contradicting good dietary advice for young children.”

Related products

Live Supplier Webinars

Polyphenols tipped to become the way to innovate in Sports Nutrition
Orally bioavailable standardized botanical derivatives in sport nutrition: special focus on recovery in post-intense physical activities
Collagen in motion: move freely and keep your injuries in check
Leading manufacturer of gelatine and collagen peptides
Life’s too short for slow proteins. Whey proteins hydrolysates: Fast delivery for enhanced performance
Arla Foods Ingredients
What it Takes to Compete and Win in Today’s Sports Nutrition Market
Sports Nutrition Snapshot: Key regional drivers and delivery format innovations
William Reed Business Media
Gutsy performance: How can microbiome modulation help athletes and weekend warriors
William Reed Business Media
Pushing the boundaries: Where’s the line between ‘cutting edge nutrition’ and doping
William Reed Business Media
Alpha & Omega in Sports Nutrition – Using Omega 3’s and A-GPC to improve performance and recovery.
KD Pharma

On demand Supplier Webinars

High-amylose maize starch may reduce the risk of type 2 diabetes: what does this qualified health claim mean?
Balancing Innovation and Risk in Sports Nutrition Ingredients
Explaining bio-hacking: is there a marketing opportunity for food companies?
William Reed Business Media
Personalized Nutrition – how an industry can take part in shaping the future of Nutrition
BASF Nutrition & Health
Find out Nutritional and ingredient lifecycle solutions and strategies!
Is the time rIpe for I-nutrition?
William Reed Business Media
The Advantage of Outsourcing Fermentation-based Manufacturing Processes
Evonik Health Care
All supplier webinars