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Dannon Getting Sued Over Ad Claims

  • CTV.CA, Friday, January 25, 2008 11:01 AM
A class action suit filed in California accuses Dannon of false advertising in marketing their yogurt containing probiotic bacteria, charging that the alleged health benefits of same have never been proven. The suit contends that Dannon's own studies fail to support its ad claims that Activia, Activia Lite and DanActive are "clinically" and "scientifically" "proven" to have health benefits rival brands lack.

Further, plaintiffs say, all U.S. purchasers of those Dannon brands are entitled to compensation and the company needs to launch "a corrective advertising campaign." Dannon spokesman Michael Neuwirth says his firm is not yet familiar with the suit, but stands by "the claims of our products and the clinical studies which support them."

Activia, launched in the United States in 2006, says it contains a trademarked bacteria called "Bifidus regularis" to help "naturally regulate your digestive system." But the suit cites scientific research showing that there is no conclusive evidence that "Bifidus regularis" prevents illness or is beneficial to healthy adults -- and claims Dannon knew that.

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