NAD Examines Advertising For Arnold’s ‘Double’ Protein, Omega Breads

New York, New York – August  12 , 2009 – The National Advertising Division of the Council of Better Business Bureaus has determined that Arnold Food Company provided reasonable support for advertising claims made for its Double Protein and Double Omega breads.

NAD, the advertising industry’s self-regulatory forum, examined the product-packaging claims following a challenge by Campbell Soup Company, the maker of competing Pepperidge Farm bread products.

The challenger argued that the claims “Double Protein” and “Double Omega” conveyed the message that they deliver twice the amount of protein and twice the amount of omega-3 fatty acids than a two-slice serving of other breads.

The advertiser argued that the “Grains & More, Double” name truthfully conveys the message that the breads provide the healthful benefits of whole grain and “something more.”   Further, the advertiser noted that it had modified its labeling so that each “Grains & More – Double” product includes, in close proximity to the claim, an explanatory statement as to the meaning of “Double” (“a blend of wheat and rice protein, 14g of protein in 2 slices” and “a blend of ALA and EPA/DHA, 100mg Omega-3 in 2 slices”) which are clear and conspicuous and convey the intended message of “Double,” namely the two sources of protein and omega-3. 

Following its review of the advertising at issue and the evidence in the record, NAD determined that on current packaging for the Arnold Products, the “Double Protein” and “Double Omega” names are prominently featured and directly underneath in a smaller font size the descriptors: “A Blend of Wheat and Rice Protein”; “A Blend of ALA and EPA/DHA.” 

Despite the smaller font size of the descriptors, NAD determined that they are easy to notice and read.  NAD found that they clearly and conspicuously qualify the “Double Protein” and “Double Omega” claims by identifying that there are two source of proteins and two sources of omega-3 fatty acids in the products.  NAD noted that prior to the addition of the descriptors, the claims “Double Protein” and “Double Omega,” could have conveyed the message that the products have twice the amount of protein and omega of a reference food.  However, NAD noted, all claims must be reviewed in context.

NAD found that the claims in the current packaging iteration were appropriately qualified and the basis of the “double” reference was adequately clarified.

In its advertiser’s statement, the advertiser said that “in its first experience at the NAD, Arnold appreciates the value of the self-regulatory forum, affirming that consumers (and our category) are well-served by accurate claims concerning product benefits that relate to diet and health.”