Baking company AB Mauri has removed all promotion of its Pure ProGrains range from its PureCraft website after the firm was contacted by the Advertising Standards Authority (ASA) with regard to health claims.
On 13 January, a week after AB Mauri advertised that the range offered ‘significant health and nutritional benefits’, the Real Bread Campaign contacted the firm to challenge whether the health claims could be substantiated.
AB Mauri’s Pure Craft micro-site claimed that its bread mixes were “specially designed to make it simple for craft and medium size bakeries to produce healthier breads”.
The company also reinforced this marketing message with further claims including: ‘deliver several significant health and nutritional benefits’, ‘can be promoted on-pack as ‘Good For Your Gut’ and ‘the perfect choice for consumers looking to improve both their dietary and digestive health.’
As a result of the Real Bread Campaign’s complaints, the ASA issued guidance to AB Mauri yesterday (28 March).
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A senior complaints executive for the advertising watchdog wrote: “In relation to the health and nutrition claims, on this occasion, having taken our prioritisation principles into account, we have decided to resolve your complaint through the provision of advice.
“Therefore, we have explained your concerns to the advertiser and provided them with guidance on how to ensure that their advertising complies with the Codes.”
Today (29 March) the company removed all promotion of the products from its PureCraft website, replacing more than 1,000 words of advertising copy with the with a single line: “Watch this space for updates on our exciting new Pure ProGrains range”.
Real Bread Campaign coordinator Chris Young said: “We are satisfied that the ASA has taken action in this case.
“We trust that the guidance they have issued will ensure that neither small, independent bakers or their customers will be misled as a result of any future marketing by AB Mauri of Pure ProGrains or any other products.”
