National Advertising Division Finds “50 Calorie” Claim for Dannon Light & Fit Zero Sugar Product is Supported
New York, NY – August 2, 2023 – The National Advertising Division (NAD) of BBB National Programs determined that Danone US, LLC’s “50-calorie” claim for Dannon Light & Fit Zero Sugar products is substantiated.
The claim at issue, which appears on product packaging, was challenged by competitor Chobani, LLC. Chobani and Dannon produce the only two available such products free from sugar and artificial sweeteners – Chobani Zero Sugar and Dannon L&F Zero Sugar.
NAD determined that Danone’s confidential evidence provided a reasonable basis to support its 50-calorie claim.
NAD considered Chobani’s calculations and third-party testing supporting its argument that Dannon L&F Zero Sugar products contain more calories than the label indicates, however, NAD found that it was not more persuasive than Danone’s evidence.
In its advertiser statement, Danone stated that it “carefully determines the number of calories in its products and appreciates NAD’s finding that the 50-calorie claim for its Light + Fit Zero Sugar products is supported.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD Procedures, this release shall not be used for advertising or promotional purposes.
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