NAD recently issued a decision in another monitoring case. (This
seems like a really robust season for NAD's own challenges
— we have blogged about other recent monitoring cases here, here, and here.). The focus this time was on reduced
calorie, weight loss and healthy claims. The products at
issue were made by Walden Farms, maker of a large line of calorie
free foods. The products were, as promised, calorie
free. NAD found the claims that such products were delicious
to be puffing. NAD found the natural claims made related to
the products were clearly limited to a promise that the flavors
were natural rather than the products as a whole because the
reference to natural was always connected to mention of the flavors
instead of the overall product and Walden did not use farm or other
outdoor imagery that could convey a broader natural promise.
So far so good. But here's where it gets interesting.
