Weetabix has been ordered to amend its 'slow release energy' claim after it was ruled misleading by the Advertising Standards Authority (ASA).
The TV ad, broadcast in July, showed a family sitting down to breakfast and comparing their busy days ahead. The youngest son was eating three Weetabix biscuits with milk, then going through his daily activities.
The mum and the baby then went through each of their daily activities. The final shot showed the Weetabix packet with a large milk container and a bowl of Weetabix with milk.
Text on the packet stated 'Weetabix Slow Release Energy' and on-screen text stated 'Fuel For Big Day.'
Four viewers challenged whether the claim 'slow release energy' was misleading, because they understood that Weetabix had a high glycemic index (GI) rating.
According to the ASA, Weetabix confirmed that they thought the claim was likely to be understood as a health claim. They had based the claim on the GI of Weetabix with milk, and felt that was reasonable as that was the way the vast majority of consumers ate Weetabix.
The ASA has stated that the claim must not be broadcast again in its current form.