Ferrero has been forced to pull an ad for Nutella on the grounds that it misled consumers over health claims.

The Advertising Standards Authority ruled this week that the commercial had misleadingly created the impression the spread made "a significant contribution" to a balanced breakfast despite its high sugar and fat content.

The TV advertising formed part of Ferrero's drive last year to challenge the perception that the product should be eaten solely as a treat.

The £8m push - its biggest to date - focused around repositioning the brand as part of a balanced breakfast.