A TV commercial for Kellogg’s Special K Sustain has been criticised by advertising watchdogs for misleading viewers over the cereal’s protein content.
The advert featured a woman making a presentation at work. As she was talking she lost concentration and imagined the diagram she was pointing to was a real pie.
The commercial featured a voice-over which said: ‘Delicious new Special K Sustain contains extra protein and fibre. See if it can keep you satisfied for longer.’
But the Advertising Standards Authority (ASA) investigation found that the cereal contained less protein than a serving of original Special K cereal.
Kellogg’s submitted evidence to the ASA which compared the level of protein per serving in Special K Sustain with the average protein content of nine other cereals including Special K original.
It also showed that a 40g serving of Special K Sustain contained more protein than 30g servings of Special K original.
But consumers would expect the cereal to contain extra protein and fibre when compared on a like-for-like basis, the ASA said, and it found a 30g serving of Special K original actually contained 0.3g more protein than the same serving of Special K Sustain.
The watchdog ruled that the commercial was in breach of advertising rules relating to misleading advertising, evidence and implications. It told Kellogg’s not to broadcast the ad again in its current form.