Responding to a challenge from Ragù® ­maker Mizkan Americas
Inc., the National Advertising Division (NAD) has recommended
that Campbell Soup Co. change broadcast ads featuring toddlers
as “life­-long pasta experts,” finding the ads are “puffery” and do
not contain “a claim about the preferences of toddlers.” The ads
showed a split­-screen with one child eating and one child refusing
the food. Campbell Soup said the claim was substantiated by a
“statistically significant” taste test conducted with subjects aged six
or older comparing Prego® and Ragù® sauces, but NAD said the
ads did not contain a provable claim that young children prefer
one sauce over another.


Issue 637

About The Author

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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