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'Milch-Schnitte' snack gets award for deceptive advertising

The Local · 18 Jun 2011, 07:22

Published: 17 Jun 2011 15:29 GMT+02:00
Updated: 18 Jun 2011 07:22 GMT+02:00

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The Foodwatch organisation said the Milch-Schnitte, which is sold under the slogan “Tastes light. Doesn’t weigh you down. Ideal for in between,” isn’t really light at all, but instead a calorie-bomb.

The small bar of cake with a sweetened cream filling has long been heavily promoted by athletes since its release in the late 1970s – first by boxing brothers Vitali and Vladimir Klitschko.

The latest campaign features women’s boxing world champion Susi Kentikian, and the extreme climbers Alexander and Thomas Huberbaum.

Anne Markwardt, head of Foodwatch’s campaign for false marketing accused Ferrero of “deceiving their customers” by implying the snack was sporty and light, despite practically dripping with sugar and fat.

But in a written statement to The Local, Ferrero said it was refusing to accept the prize and had “no indication that consumers perceive the advertising of Milch-Schnitte to be misleading.” The company added that the consumption of the snack was compatible with a balanced diet and exercise.

Foodwatch also ripped into Germany’s football federation for its marketing agreements with Ferrero saying the organization should concern itself more with promoting a healthy diet.

At Ferrero’s Frankfurt am Main headquarters, a receptionist refused to allow Foodwatch in the building to present the award personally.

Previous winners of the "Golden Windbag" Danone’s drink yoghurt “Actimel” yoghurt drink in 2009 and the ultra-sweet "Monte Drink" last year.

Story continues below…

DAPD/The Local/mdm

The Local (news@thelocal.de)

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Your comments about this article

20:09 June 17, 2011 by marimay
Those things are disgusting anyway.
00:26 June 18, 2011 by Dashcroft
If the editors at The Local had bothered to do a minimum of research instead of just copy/pasting from a press release issued by some funding-hungry agency that has had no new ideas since 1998, they would have realised that it is not true that "just one of the small bars of cake with a sweetened cream filling has 400 calories and 27 grams of fat".

Indeed, this dietary information is for 100g of the stuff. A single MS, however, weighs 28 grams. I'll leave it to the discerning reader to do the maths. As for the supposedly false advertising, who in their right mind believes that any of this stuff is healthy anyway? I never thought the day would come when I'd defend a processed food manufacturer, but this is just lazy.
11:39 June 18, 2011 by Pille17
who says something about calories?
12:19 June 18, 2011 by Dashcroft
Pille17: Apparently, it was edited out of the article. It was there when I wrote the comment last night.

18:57 June 18, 2011 by Englishted

Oh yes,I think you are going for ¦quot;Golden Windbag¦quot; as well .

It was there last night?


Otherwise spot on.
23:43 June 18, 2011 by Dashcroft
What are you trying to say?
12:44 June 19, 2011 by Englishted
Nothing ,no disrespect intended ,just playing about as I was bored.
13:16 June 19, 2011 by marimay
And drunk? lol
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