Top Story


Home >> Advertising >> Article

Heinz under fire in UK over ‘misleading’ ad; ordered to be called ‘tomato seasoning’ in Israel

Font Size   16
Heinz under fire in UK over ‘misleading’ ad; ordered to be called ‘tomato seasoning’ in Israel

One of the latest brands to come under fire is Heinz, which has been in the middle of controversy in both UK and Israel over the last few days.

According to recent reports, in UK, the food giant has been forced to drop the tagline ‘healthy snack’ for its range of baby biscuits named Biscotti, following a complaint that they are high in sugar. The ad came under the scanner of health campaigners who found the commercial to be misleading. The three products: golden multigrain, chocolate and organic - were marketed on the Heinz website as “an ideal healthy snack for babies 7+ months old” despite containing six teaspoons of sugar per 100g. With complains pouring in, to the Advertising Standards Authority (ASA), as per reports informed that Heinz has agreed to scrap the word ‘healthy snack’ from its product.

This follows the problem in Israel when Israeli Health Ministry informed that Heinz Tomato Ketchup should get its name changed to tomato seasoning because it lacks sufficient tomatoes. According to reports, Osem, a rival company of Heinz had complained that the latter doesn’t have sufficient tomato content. Israel requires ketchup to have 41 per cent tomato content and as per reports, Osem claimed to have tested Heinz product and found it contained only 21 per cent tomato concentrate. After the country’s health ministry ruling, the labels of the product had to be changed to ‘tomato seasoning’.

Even though a problem hasn’t erupted in India, Heinz India has currently been running an educative ad on TV for its tomato ketchup. The 20 second TVC talks about how safe the product is because it includes no artificial preservatives, no added starch and no artificial colours.

Click here to view the ad:

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO