Claims that a 5.3 Ounce Yogurt Cup of Chobani Complete Contains Up to 25 Grams of Protein are Permanently Discontinued Following NAD Challenge

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New York, NY – March 16, 2021 – Chobani LLC informed the National Advertising Division (NAD) of BBB National Programs that it will permanently discontinue challenged express claims that its Chobani Complete 5.3-ounce yogurt cup contains 25 grams of protein. The advertiser’s claims, which appeared in video advertisements, were challenged by Danone North America, a competing manufacturer of yogurt products.

During the proceeding, the advertiser informed NAD that it had permanently discontinued the challenged video advertisements and represented that going forward, any new television advertisements about the Chobani Complete line would be clear that it is the 10-ounce shake product (not the 5.3-ounce cup) that contains 25 grams of protein.

In reliance on the advertiser’s representation that it has permanently discontinued the challenged express claims, NAD did not review these claims on their merits.

In its advertiser’s statement, Chobani stated that it agrees to comply with NAD’s decision although noted that it “does not concede that there was anything misleading” about the challenged advertisements.

All BBB National programs case decisions can be found in the case decision library. 

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About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.