Kendamil Infant Formulas: Claims Reviewed by Advertising Division
Kendamil Infant Formulas: Review of Claims by NAD
In an important examination of advertising claims for Kendamil infant formulas, made by Kendal Nutricare Limited, the National Advertising Division (NAD) evaluated specific assertions related to the products. Conflicts were raised about the legitimacy of certain claims characterized as misleading. Among these claims, some were found justified, while others required modification or discontinuation.
Evaluating Natural and Clean Claims
One of the primary areas under scrutiny involved terms such as 'natural' and 'clean' as portrayed on Kendal’s website. A competitor, Nurture, LLC, instigated the challenge by arguing that Kendamil erroneously communicated that their products are 'all natural.' After thorough investigation, NAD determined that Kendal's claims regarding being 'Wholesome by Nature' and 'Natural Goodness' were justified, as they are anchored in the specific natural ingredients used in their formulas.
Understanding the Clean Claims
However, two additional claims regarding 'clean' formulations were found lacking. The NAD advised that these claims be either modified or discarded altogether due to insufficient supporting evidence from Kendal.
Assessing Claims About Additives
Another contentious point was the assertion that Kendamil's formulas do not utilize palm oil, corn syrup, soy, fish oil, or other inexpensive additives. NAD found that while this statement attempted to position Kendamil products positively against competitors, there was inadequate proof that the mentioned ingredients are genuinely inferior when included in infant formulas. Thus, the recommendation was made for Kendal to rethink these comparisons.
Clarifying Nutritional Superiority Claims
Kendal relied on various research studies to argue that their organic offerings are nutritionally superior to those of competitors. However, NAD concluded that the studies referenced did not adequately evaluate Kendamil or its rivals' products, leading to a recommendation for Kendal to discontinue or adjust these comparative nutritional claims.
Whole Milk and MFGM Insights
On a more positive note, the NAD validated a claim regarding MFGM, indicating that substances in Kendamil formulas indeed draw from whole milk fats akin to those found in breast milk. Despite a 2021 Nutrients study that did not focus specifically on Kendamil's offerings, it supported the notion that MFGM is beneficial for cognitive development, lending credibility to Kendal's messaging around MFGM content.
Investigating Anti-Inflammatory Claims
Furthermore, a social media post by Kendamil suggested that their Goat infant formula contains prebiotic GOS, purportedly offering anti-inflammatory benefits. NAD, however, found the scientific backing insufficient. Consequently, the recommendation was made for Kendal to reframe their advertising concerning these claims to prevent consumers from misinterpreting the benefits of prebiotic GOS.
Consumer Reviews and FDA Approval Claim
In reviewing consumer reviews featured on the Kendamil site, NAD found no evidence of false testimonials or manipulation, reinforcing transparency in consumer feedback. However, the division found it prudent for Kendal to discontinue any claims regarding 'FDA Approved' status to avoid misleading consumers into believing the formula receives formal endorsement from the FDA.
In light of these findings, Kendal Nutricare Limited expressed agreement with the recommendations from NAD, appreciating the thorough assessment of its advertising practices.
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About the National Advertising Division
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Frequently Asked Questions
What was the outcome of the NAD review for Kendamil infant formulas?
NAD supported some of Kendamil's claims while recommending modifications or discontinuations for others that lacked evidence.
Which claims were validated by the NAD?
The NAD validated claims regarding the 'natural' ingredients and whole milk fats in Kendamil's formulas.
What were the concerns associated with the 'clean' claims?
The NAD found that Kendamil had insufficient support for their 'clean' claims, leading to recommendations for change.
How did Kendamil respond to the NAD recommendations?
Kendal Nutricare Limited agreed to comply with the recommendations made by the NAD.
Why is the 'FDA Approved' claim significant?
It carries the potential for consumer misunderstanding; therefore, the NAD recommended its discontinuation to prevent conveying incorrect endorsements.
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