Heinz advert is banned for a second time after firm compares its baked beans to a protein shake 

Heinz advert is banned for a second time after firm compares its baked beans to a protein shake

  • Heinz advert is banned for the second time because of nutritional claims

A Heinz baked beans advert has been banned for a second time after comparing the product’s nutritional value to a protein shake.

The television commercial, seen in February, showed a man arriving home to his wife and daughter. He brags that he is being healthy by having a milkshake full of ‘protein, with high fibre and minimal fat’.

His wife then gets a bowl of Heinz Beanz out of the microwave and says ‘Right. We’re just having some beans.’ The advert ends with the caption: ‘High in protein. High in Fibre. Low in Fat’, followed by the slogan: ‘Good for you, without going on about it.’

The advert had been banned by the Advertising Standards Authority last year

The advert had been banned by the Advertising Standards Authority last year as advertising regulations do not allow claims that one food has ‘as much’ of a nutrient or nutrients as another food.

But after the commercial was amended, ad clearance agency Clearcast approved the edited version, saying it had been changed sufficiently to ensure viewers would not think it was comparing Heinz Beanz and the drink.

However, upholding the fresh complaint, the ASA said: ‘We considered that the overall impression created by the ad was that Heinz Beanz contained as much protein, fibre and fat as a typical protein shake.’

Heinz said it did not plan to run the advert again.

 

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