Hero Foods will stop selling its Fruit2day drink in the UK after the Advertising Standards Authority (ASA) banned claims that the product contained two portions of fruit.
The claim, approved by its local Trading Standards Officer and the Broadcast Advertising Clearance Centre, was integral to the product's success, said Hero. But the Department of Health (DH) said it did not fit its juice or smoothie category and refused use of its 'five fruit and vegetable a day' logo.
Hero said the drink's 49% of fruit equated to 1.3 portions and the 51% juice content 0.7 to a portion, making two portions. The ASA said the DH did not allow such addition.