CARU Determines Del Monte Can Support Claims For “Fruit Chillers”

 New York, NY – Dec. 15, 2009 – The Children’s Advertising Review Unit of the Council of Better Business Bureaus (CARU) has determined that Del Monte Corp. provided adequate substantiation for express and implied claims made in print and broadcast advertising and product packaging for the company’s “Fruit Chillers.”  

Advertising claims for Fruit Chillers, a frozen food product, came to the attention of CARU through CARU’s routine monitoring of advertising directed to children.

CARU requested that the advertiser provide substantiation for the product packaging claim that Fruit Chillers are “Made with 1 lb. of Real Fruit in Every Carton,” the broadcast advertising claims that the product is “Made with 1 lb. of Real Fruit in Every Pack,” and the print advertising claim that the product is “Made with 1 lb. of Real Fruit in Every Box.”

In response the CARU’s inquiry, the advertiser submitted evidence that showed each carton of Fruit Chillers Grape Berry Blizzard tubes is made with 1.121 pounds of fruit and each carton of Fruit Chillers Strawberry Snow Storm tubes is made with 1.052 pounds of fruit. The advertiser also disclosed, on a confidential basis, a detailed ingredient list providing the specific amount of each ingredient used.  Based on that evidence, CARU determined that the express claim “Made with 1 lb. of Real Fruit in every carton” and variations of the claim were substantiated.

CARU further determined that children hearing and/or seeing the advertisements could take away the messages that the tubes “consist entirely of or mostly of real fruit” and are “good for you.”  The advertiser presented evidence that each Fruit Chillers tube contains primarily fruit purees and fruit juices, is low in sodium, contains no artificial flavors, fat or cholesterol, contains 25% of the daily recommended value of vitamin C, one of the specified nutrients required by the Food and Drug Administration’s labeling requirements, and meets the FDA’s regulations regarding “healthy” foods.  CARU found that, in the context of the advertising at issue, the implied claims were supported by the evidence in the record.

Del Monte, in its advertiser’s statement, said the company is pleased that CARU found its claims were properly supported.

“Del Monte is proud to offer this snack alternative to children and appreciates CARU’s thoughtful consideration in this matter,” the company said.