Ad Board Recommends Kellogg Adjust Fruit Snacks Packaging

The Children’s Advertising Review Unit (CARU) has advised Kellogg Co.
to revise the packaging for Fruit Flavored Snacks, recommending against
statements that the product is “made with real fruit.”

The front of the package featured cartoon characters and the statement
“made with real fruit” superimposed on the image of an apple. The side
panel clarified that the snacks are “made with equal to 20% fruit.” Based
on a typical child’s interpretation of the message, CARU found that
children may be confused because “although the fruit flavored snacks
were made with fruit puree concentrate, at the end of the process, only
a very small amount of actual fruit puree concentrate was included in
each serving of the product.” In a statement, Kellogg indicated that it
disagreed with CARU’s findings but would modify the language and
remove the apple logo in deference to the self-regulatory process.

Issue 614