The poster stated: “You’ll notice our chocolate tastes different, that’s because we use cocoa butter instead of vegetable fat.” Text at the bottom of the poster stated: “Ah. That’s what chocolate’s supposed to taste like.”
The Advertising Standards Authority said the poster implied that the use of cocoa butter instead of vegetable fat affected a chocolate’s taste. They said it suggested that other manufacturers, whose chocolate tasted different to the advertisers’, added a non-cocoa butter vegetable fat to their chocolate.
Green & Black’s maintained that their chocolate tasted different from other chocolate and argued that the only non-dairy fat added to their chocolate was cocoa butter.
However, the ASA have asked that the wording on the poster to be amended.