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NAD Recommends Changes to Beech-Nut Baby Food Ads

After reviewing a challenge by the maker of Gerber baby foods, the National Advertising Division (NAD) has recommended that Beech-­Nut Nutrition discontinue several advertising claims but rejected complaints that Beech-­Nut’s ads implied its baby foods are fresh. NAD warned Beech­-Nut against use of the term “coldpuree” unless it “conspicuously” explains that foods are cooked after they are pureed cold. It also recommended that Beech-­Nut stop making unsupported claims that “glass is the ultimate in sustainability” and that “glass is nature’s safest container.”

Beech-­Nut challenged NAD’s jurisdiction, arguing that most of the ads are no longer used, but NAD rejected the challenge and noted that the challenged claims continued to appear on Beech­-Nut’s website, in a YouTube video and on product packaging.

 

Issue 632

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For decades, manufacturers, distributors and retailers at every link in the food chain have come to Shook, Hardy & Bacon to partner with a legal team that understands the issues they face in today's evolving food production industry. Shook attorneys work with some of the world's largest food, beverage and agribusiness companies to establish preventative measures, conduct internal audits, develop public relations strategies, and advance tort reform initiatives.

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