An advert saying Dairylea Lunchables were “packed with good stuff” was misleading, The Advertising Standards Agency has said.

Three parents complained after seeing the ad.

The ASA said the claim was misleading because Lunchables contained on average half a child's daily salt intake, and the range was not low in fat.

Kraft, which owns Dairylea, argued the advert highlighted the fact it had removed artificial flavours and colours from the product and reduced fat by 34% and salt by 9%.