The Portman Group has upheld a complaint against Skinny Brands’ Skinny Lager.
The complaint – made by Zenith Global Commercial as part of the Portman Group’s independent proactive audit of the UK market – concerned whether the product’s name and fitness illustrations on the secondary packaging suggested it supported a healthy lifestyle and weight loss.
The Portman Group’s code rule 3.2 states a drink and its packaging “should not in any direct or indirect way suggest that the product has therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour”.
The watchdog’s independent complaints panel considered the name ‘Skinny’ and concluded that the name on its own did not breach the code as it was being used to refer to the drink’s reduced energy content and did not make an implied health claim.
However, when considering overall impression of the product, the panel considered that the name, combined with the sporting imagery, went beyond factually communicating a reduced energy claim.
This interpretation was “compounded by the clear and direct link to consumption of the drink, which created a clear relationship between physical exercise, weight maintenance and consumption of the beer”, it said.
“Creating an association between sport and alcohol is not inherently problematic but there must be no suggestion that alcohol can enhance a consumer’s physical capabilities or aid weight loss,” said Rachel Childs, chair of the Portman Group’s independent complaints panel.
Skinny Brands is working with the Portman Group’s Advisory Service to amend the packaging.
“We accept the panel’s viewpoint on our sporting illustrations and will update our packaging to reflect the decision,” said Skinny Brands CEO Adrian Hirst. “We are pleased that the panel considered the name ‘Skinny’ and concluded that the name on its own did not breach the code as it was being used to refer to Skinny Lager’s reduced energy content which is an allowable nutrition claim.”
Skinny Lager is sold in Morrisons, as well as in Tesco stores in Scotland, according to Assosia data.
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