Mott's Fruit Flavored Snacks: Some Claims Supported by NAD, Others Beyond Their Jurisdiction

The National Advertising Division (NAD), a part of BBB National Programs, has recommended that General Mills, Inc. discontinue or modify certain claims regarding the fruit and vegetable content of Mott's Fruit Flavored Snacks and the nutritional benefits of those ingredients.

NAD found that General Mills failed to support the implied claims about the fruit and vegetable content of Mott's Fruit Flavored Snacks in challenged social media posts and reposted reviews. The challenge to the advertising was brought by competitor PIM Brands, Inc.

Despite General Mills' argument that NAD lacked jurisdiction over these claims due to a court order in litigation where the court reviewed the same labeling and website claims, NAD determined that it retains jurisdiction over claims not covered by the court's order.

In its advertiser statement, General Mills has stated that it will comply with NAD's recommendation. Certain challenged advertising for Mott's Fruit Flavored Snacks reasonably conveyed the message that the product contains fruits and vegetables, is made with whole fruits and vegetables, or that the fruit and vegetable juice concentrate in Mott's Fruit Flavoured Snacks provides nutritional benefits. However, certain challenged advertising appearing on third-party retailer websites for Mott's Fruit Flavored Snacks did not communicate any unsupported implied message about Mott's Fruit Flavored Snacks' fruit and vegetable ingredients or nutritional qualities.

BBB National Programs is a non-profit organization that operates more than a dozen globally recognized programs, helping to enhance consumer trust in business for over 50 years. The full text of NAD, NARB, and CARU decisions can be accessed by subscribing to the online archive. All BBB National Programs case decision summaries can be found in the case decision library.

This press release is not to be used for advertising or promotional purposes. General Mills, Inc. has announced that it will comply with the recommendations of the National Advertising Division. The National Advertising Division (NAD) has recommended that General Mills discontinue the challenged reposted reviews in its advertising and modify its advertising to avoid conveying the implied messages that Mott's Fruit Flavored Snacks contain fruits and vegetables, are made with whole fruits and vegetables, or that the fruit and vegetable juice concentrate in Mott's Fruit Flavored Snacks provides nutritional benefits.

Mott's Fruit Flavored Snacks: Some Claims Supported by NAD, Others Beyond Their Jurisdiction