Fruit juice claim 'misleading'Ads overstated fruit content

18 October 2006

The advertising watchdog has branded ads for a fruit drink misleading after they claimed the product provided two portions of fruit out of the recommended 'five a day'.

Magazine and TV ads for Fruit2day drink said that it was ‘easy and convenient to get two of your five-a-day in a bottle’. But the claim didn't stand up, said the Advertising Standards Authority (ASA).

The Department of Health has encouraged consumers to eat five portions of fruit or vegetables a day. Under its guidelines, fruit juice can only ever count as a single portion of fruit.

Manufacturer Hero UK told the ASA that Fruit2day was an 'innovative fruit snack' rather than a juice or a smoothie; it contained fruit pieces as well as juice and should be judged differently. But an expert hired by the ASA ruled it was a juice.