The advertisement included a shot of a pile of fruit and a voiceover that said, ”Hello! We’re Innocent. Do you sometimes find it difficult to get your five a day? Well, each one of our cartons contains all this fruit, which means each glassful contains two whole portions. Two of your five a day’.
Seven viewers complained that the claim was misleading because it referred to a 250ml portion, which they believed only counted for one helping of fruit.
Innocent Drinks has welcomed the Advertising Standards Authority ruling, and on its website, it says: “We all know that one of the best things we can do for our health is to eat five portions of fruit and veg a day. However, it’s a sad fact that less than a third of UK adults actually do consume their five portions of fruit and veg (just 27% of men and 31% of women according to an Office of National Statistic’s 2007 health survey).
“So it was with great pleasure this week that we welcomed news from the ASA officially ruling that Innocent smoothies can count for two portions of your 5-a-day. This supports the Department of Health’s own guidelines published earlier this year, also recognising that Innocent smoothies can count for two of your 5-a-day (along with agreement from The Food Standards Agency and The British Nutrition Foundation).”
Source: Innocent Drinks
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