The Advertising Standards Authority has upheld two complaints from the Food Commission against Unilever Bestfoods' Knorr Vie soup advertising.
The watchdog agreed that a trade press ad was misleading because it implied that the vegetable soups were as healthy as fresh vegetables, when in fact, each carton contained up to 90% of the recommended daily allowance of salt.
The authority also agreed the advertisement exaggerated how well-balanced the content of the tomato and basil variant was.
A Unilever spokesman pointed out the ad had not been directed at consumers, adding that the company was committed to reducing salt. Soups with 10% less salt were due on shelf in September, he said.

{{MARKETING }}

Topics