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Correspondence with Nutriticia about winning the Smoke and Mirrors Award

 

Nutricia Karicare won the Smoke and Mirrors Award in The Parents Jury 2006 Children's TV Food Advertising Awards. The Smoke and Mirrors Award was given to the ad that parents felt only presented half the story about the product and was misrepresenting it in an important way. The Parents Jury wrote to Nutricia to inform them of their Award and give them the opportunity to respond. You can read The Parents Jury's letter to Nutricia and their reply by following the links below.

 

Click here to read The Parents Jury's letter to Nutricia. (pdf file - 160 KB)

Click here to read Nutricia's reply. (pdf file - 494 KB)

 

Notes from The Parents Jury regarding the letter from Nutricia:

• Nutricia's letter does not mention the main point about what was "smoke and mirrors" about the Karicare Toddler Gold Formula ad. The ad is misleading because it implies the formula is different to the "milk of another species" (Daisy the cow) but it actually contains predominantly cow's milk powder.
• The Karicare ad was found to be misleading by the NZ Advertising Standards Complaint Board. http://203.152.114.11/decisions/06/06290.rtf
• Nutricia has made the comparison of the sugar levels based on low fat milk (removing all the fat is going to lead to an increase in lactose content). Regular cow's milk contains 4.8g sugar/100ml, which is lower than Karicare. The Australian government nutritional guidelines recommend that children under two drink regular full fat milk, not low fat milk.
• The ingredients list for Karicare Toddler Gold Formula are in order of weight - Whole milk powder, Maltodextrin (from maize), Dextrose (from maize), Milk solids (non-fat), Inulin. Dried tuna oil concentrate (contains: soya protein, Antioxidant (301 and 306), Stabiliser (Sodium pyrophosphate), emulsifier (soy lecithin). Regular cow's milk does not contain maltodextrin or dextrose.

 

 

If you would like to comment to Nutricia directly regarding the ad you can write to:

Toni Brendish
Nutricia Managing Director

PO Box 1007
North Ryde Business Centre
NSW 1670