As if Heinz Beans don’t produce enough wind as it is, the ad watchdog has now ruled that the firm’s latest TV ad has blown the brand’s nutritional values out of all proportion by suggesting it had the same protein values as protein shakes.
The TV ad showed a man arriving home to his family and taking a drink from the fridge, which he described as having protein “supercharged with high fibre and minimal fat”, before his wife said: “Same. We’re just having some beans.” Onscreen text stated: “High in protein. High in Fibre. Low in Fat,” while displaying a can of Heinz Beanz.
However, three viewers complained to the Advertising Standards Authority the ad overstated the nutritional benefits of the brand, sparking an investigation.
In its defence, Heinz said the aim of the ad was simply to make nutritional claims about the product’s high protein and fibre and low fat content.
It said the ad did not contain any references to Heinz Beanz having greater or lesser nutritional benefits than the drink, which might otherwise imply a comparison.
However, while the ASA said Heinz Beans had provided adequate substantiation to support its high protein and fibre and low fat claims, it ruled that the overall impression that Heinz Beanz contained as much protein, fibre and fat as a typical protein shake was not allowed, as such claims were not approved in the relevant EU regulations.
The ASA ruling stated: “The ad must not appear again in its current form. We told Heinz Foods UK to ensure they did not make nutrition claims that were not permitted.”
A Heinz spokesman said: “Heinz Beanz are naturally high in protein and fibre as well as being low in fat and sugar. That is not in question.
“Our popular ad ‘Good without going on about it’ simply aimed to be a memory jogger about the goodness of beans in a humorous way which we believed fully met advertising requirements.
“In line with the ASA decision we will amend the ad, which we plan to have back on TV in February next year.”
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