Weetabix has defended one of its TV ads after being ordered to amend its ‘slow release energy’ claim after it was ruled misleading by the Advertising Standards Authority (ASA).
Defending the ad, Weetabix said the GI claim was based on the cereal when eaten with milk, as this was the way the 'vast majority' of consumers ate the product.
The company said Weetabix's GI, when eaten with semi-skimmed milk, was tested independently in 2005 using the standard international protocol with a result of 47, noting that the British Nutrition Foundation regarded a GI level below 55 as low.
Weetabix said foods that break down slowly, such as whole grains, would raise blood glucose slowly and were given low GI values and the British Nutrition Foundation regarded a GI level below 55 as low.
The company pointed out that the complainants had challenged the slow release claim because they understood that Weetabix had a high GI, but felt it was clear that the claim related to when Weetabix was consumed with milk, as they felt the ad clearly showed the product with milk in a bowl and the pack was always shown next to a partially emptied container of milk.
The company took the view that, because almost all consumers would eat the cereal with milk, and the product was shown with milk in the ad, the claim was supported.
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