These are the brazen advertising lies of 2023
Every year, the consumer organization Foodwatch awards the negative prize Golden Cream Bag for the brazen advertising lie of the year. A variety of the chips brand Pom-Bär is at the top of the podium.
Since 2009, the non-profit organization Foodwatch has been awarding the Golden Cream Bag for the most brazen advertising lie of the year. Consumers were able to vote again this year.
The company Intersnack Germany with their Pom-Bear oven minis takes first place for the brazen advertising lie. However, the reason is not the large information printed on the front of the packaging, but the hidden information in the small print.
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Golden Cream Puff for Pom-Bear Oven Minis
More than 50,000 consumers voted for the negative Golden Cream Bag award this year. 28 percent of them concluded that the Pom-Bear Oven Minis deserved the negative award for the brazen advertising lie.
Because manufacturer Intersnack Germany advertises the chips with the imprint “50 percent less fat”. This creates a healthier impression.
However, what the manufacturers don’t mention on the front is the significantly increased sugar content compared to the original. Because the oven minis contain about six times as much sugar compared to normal pom bears.
According to Foodwatch expert Rauna Bindewald, that doesn’t go together. “Intersnack apparently wants to appeal to health-conscious parents with its reduced-fat chips – and hides the high sugar content of the Oven Pom Bears.”
As Foodwatch explainsaccording to the WHO, the Pom-Bears should not even be advertised to children due to their high sugar and salt content.
This is what the manufacturer says
After the nomination, Intersnack across from Mirror online a different manufacturing process as a reason for the increased sugar content.
The reason for the higher sugar content is the “interplay of potatoes and wheat”. The wheat’s own amylase breaks down the potato starch, resulting in sugar in the dough.
The pom bear manufacturer also points out that the advertising – despite the bear look – is aimed exclusively at children. The company stands for “responsible snacking” and sees itself as “a family brand that parents and families should reach for”.
Golden cream puff 2023: These are the other “winners”
This year, five products were nominated for the negative Golden Cream Bag award. Consumers can submit their suggestions on the Foodwatch complaints platform Schummelmelder.de submit. The result of the vote was as follows:
- Pom-Bear Oven Minis from Intersnack Germany (28 percent)
- Drink meal from Yfood (22.4 percent)
- Porridge from 3 Bears (20.2 percent)
- Philadelphia with Mondelez Goat Cheese and Rosemary (20 percent)
- Mondelez Tuc Bake Rolls (9.4 percent)
EU food law includes a ban on cheating – but in practice it often looks different. Because manufacturers can advertise their products “often quite legally with misleading statements”, criticizes Foodwatch. Above all, “unbalanced products” would be “advertised specifically to children. This represents “a particularly perfidious form of deception”.
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