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Food campaigners question Milch-Schnitte advert claims

The Local · 30 Apr 2011, 13:47

Published: 30 Apr 2011 13:47 GMT+02:00

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The bars of cake with a sweetened cream filling were long advertised using the boxing brothers Vitali and Vladimir Klitschko, but a new campaign has been launched with Susi Kentikian, women’s boxing world champion, and the extreme climbers Alexander and Thomas Huberbaum.

Yet linking the sweet snack with sport, and the advertising slogan, “Tastes light. Doesn’t weigh you down. Ideal for in between,” is misleading, says campaign group Foodwatch.

“Compared with Milch-Schnitte, chocolate-cream cake is a diet miracle – it has generally fewer calories, less sugar and less fat,” says a statement on the group’s website.

The group also takes on the statement, “Recommended for between meals,” which comes, according to the slogan on the packaging, from the Institute for Sports Nutrition in Bad Nauheim.

The website www.milchschnitte.de, which promotes the product, says it was created in cooperation with the institute. Yet when Foodwatch called the Institute for a comment, it received no answer.

“Why would the creation of a product website belong to the remit of a research institute?” the Foodwatch statement asks.

It calls on consumers to send questions about the nutritional value of Ferrero products to the company. Ferrero would not reply to Foodwatch’s questions on Milch-Schnitte, but, according to news magazine Der Spiegel’s website, it said it used sports personalities as advertising partners in order to create the impression, “that nutrition and movement belong together.”

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In principle, there is no conflict between, “the consumption of a Milch-Schnitte as a between-meals snack and a balanced, sporty lifestyle,” it said.

The Local/hc

The Local (news@thelocal.de)

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Your comments about this article

00:41 May 1, 2011 by Dashcroft
Ridiculous. Far be it from me to defend Kinder, I wouldn't touch their stuff with a nine-foot pole, but this is the nutrional information for 100 grams of Milchschnitte:

Calories: 417

Fat: 27,3 g

Carbohydrate: 34,5 g

Protein: 9.3 g

Dietary fibre: 0,9 g.

Now, one Milchschnitte weighs 28 grams. Do the maths. Please find me a home-made chocolate cream cake that has significantly less of all of the above. Seriously, some people have to calm down.
06:11 May 1, 2011 by wenddiver
Proffessional Atheletes don't live on little cakes, they live on McDonalds and Coca-Cola, the Official Sponsors of the Olympics.

All endorsements are paid garbage.
06:07 May 3, 2011 by willowsdad
I see you now have the Food Police in Germany.
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