Clif Bar to stop using certain energy bar claims

NEW YORK — Clif Bar & Co. has agreed to stop using the claim “The Ultimate Energy Bar” followed by “an optimal blend of protein, fats and carbohydrates” following a recommendation from the National Advertising Division (NAD ) from BBB National Programs.

The claims, which appeared in an online advertisement for the company’s Clif energy bars, have been disputed by Kind LLC, a maker of competing energy bars. The 30-second ‘Let’s Move the World’ online ad was launched by Clif on Hulu, Roku and YouTube as part of a campaign to inspire people to move more often. The disputed claim “The Ultimate Energy Bar” appears on screen and the voiceover says, “Let’s keep moving forward with the ultimate energy bar purposely designed with an optimal blend of protein, fats and carbohydrates to keep you moving. .” In the background, men and women are skateboarding and those who used to run and weightlift are now eating Clif energy bars.

NAD determined that Clif’s claim “The Ultimate Energy Bar” deliberately designed with “an optimal blend of proteins, fats and carbohydrates” conveys “an implicit message of comparative superiority that must be supported”. NAD stated that while “The Ultimate Energy Bar” claim by itself may convey a message of hyperbole or unprovable opinion, the claim in the advertisement is immediately followed by measurable product attributes indicating to the consumer why the product is the “ultimate” and the rendering this is an objectively provable claim requiring substantiation.

The claim was not substantiated because Clif provided no information on competing energy bars, no specific details regarding the actual protein, fat and carbohydrate blend in Clif energy bars, and no explanation as to the why Clif energy bar blend is optimal or better than competitor’s. energy bars for the activities described in the advertisement, according to the NAD.

For these reasons, NAD has determined that the disputed claim “The Ultimate Energy Bar” with “an optimal blend of protein, fats and carbohydrates” is unsubstantiated and should be dropped.

In response to NAD’s decision, Clif said he would comply with the recommendation, but added that he “disagrees with NAD’s determination that juxtaposing these sentences together makes them “get out of the realm of buffoonery”.

“Clif agrees to stop juxtaposing his ‘ultimate energy bar’ slogan with his reference to ‘optimal’ nutrients,” the company said.

Kind’s challenge comes amid growing competition in the energy bar category. Kind entered the energy category with the release of Kind Energy bars in October 2020. Kind Energy gluten-free bars provide one serving of 100% whole grain and are made with oats, quinoa, buckwheat, amaranth , millet, soy protein and chicory root fibre. . The Kind Energy bars were intended to be consumed before physical activity rather than between meals like a snack bar, the company said.

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