In National Advertising Division Fast-Track SWIFT Challenge Eagle Family Foods Voluntarily Discontinues “America’s Most Trusted” Claim

New York, NY – December 10, 2024 – In a BBB National Programs’ National Advertising Division Fast-Track SWIFT challenge brought by Nestlé USA, Eagle Family Foods Group voluntarily discontinued its advertising claim that Borden brand evaporated and sweetened condensed milks are “America’s Most Trusted.”

Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). Eagle Family Foods and Nestlé are competitors in the evaporated and sweetened condensed milk market. 

Eagle Family Foods informed NAD that it permanently discontinued the challenged “America’s Most Trusted” claim. NAD will treat the permanently discontinued claim, for compliance purposes, as though NAD recommended it be discontinued. 

In its advertiser statement, Eagle Family Foods stated ”We appreciate NAD’s acknowledgment of our substantial efforts to remove the challenged claim from the marketplace. We will continue to make commercially reasonable efforts to ensure the claim is discontinued by third-party sellers.”

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