Top Story

e4m_logo.png

Home >> Advertising >> Article

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

15-September-2015
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:

Tags Heinz Biscotti healthy snack

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)