Ben & Jerry's Agrees To Change All-Natural Claims
CSPI sent a letter to Paul Polman, CEO of B&J parent company Unilever, on Aug. 12 urging that the brand drop the claim in cases in which it is misleading -- at least 48 out of 53 B&J flavors, by CSPI's estimate.
In a letter following a meeting between CSPI and Ben & Jerry's, CEO Jostein Solheim stressed that the company uses the most natural ingredients it can find, and is confident that its products are "all natural" as reasonable consumers would understand that term.
However, he added that Ben & Jerry's doesn't want questions regarding the all-natural claim, and that the company does not believe that this claim is the best way to convey the brand's current "core values." All-natural claims will be supplanted by a greater focus on the brand's use of milk from family farms that do not use rBGH, use of certified fair trade ingredients and certified cage-free eggs, and use of suppliers that "work for social justice," he stated.
The Food and Drug Administration does not have a formal definition for the word "natural," but previous statements from the agency have consistently discouraged the use of the term because its ambiguity may mislead consumers.
Recent Marketing Daily Articles
-
Hasbro Launches Nerf Dog June 20, 12:04 a.m.
Hasbro Inc. is partnering with Gramercy Products, Inc. to launch Nerf Dog, a full range of ... -
Affluent Consumers Continue Spending June 19, 4:53 p.m.
Attribute it to an improving economy, or simply fatigue in behaving a certain way, but the ... -
Voss Water In Socially Driven Summer Campaign June 19, 3:27 p.m.
Voss Water has launched a social-plus-retail summer campaign designed to engage consumers and strengthen relations with ... -
Chevy Back With MOFILM For Oscars June 19, 3:22 p.m.
Chevrolet has tied a five-year knot with the Oscars, with attention on independent filmmakers. Chevrolet’s theme ... -
Nissan Opens Door To Versa Launch June 19, 2:18 p.m.
Nissan’s new Versa Note is a "A Door to More" in the automaker’s campaign for the ... -
Saks Fifth Avenue Rolling Out New Campaign June 19, 11:12 a.m.
Saks Fifth Avenue is debuting a new marketing campaign, which it hopes will sell shoppers on ... -
JetBlue, Marriott Top Their Industries June 19, 12:23 a.m.
Just as the summer travel season heats up, the American Customer Satisfaction Index (ACSI) has released ... -
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
<Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ...
Be the first to comment on "Ben & Jerry's Agrees To Change All-Natural Claims"
Leave a Comment