Weetabix advert banned by ASA over energy claim

The final show was of a bowl of Weetabix with milk, and test of the packet, which read ‘Weetabix Slow Release Energy’ and the tag line ‘Fuel for Big Days’.

The voiceover also stated "Packed with slow release energy to keep you going. Weetabix. Fuel for big days".

Four complaints were received claiming that the ‘slow release energy’ was misleading because they understood that Weetabix contained a high glycemic index rating.

Weetabix confirmed that they thought that the claim was likely to be understood as one of health, and highlighted the use of milk by the vast majority of consumer.

Three surveys were also provided which showed that the majority of consumers ate their Weetabix with Milk, one survey showed 96.5 per cent, another had a 98 per cent feedback with the same response also.

The company also submitted studies around its GI test, and provided documentation from the British Journal of Nutrition. They also claimed that GI foods released their energy slowly, which was behind the claim in the advert.

The ASA did state that the advert did not expressly state that the claim highlighted that the cereal be eaten with milk , and that because of the absence of additional qualifying information, some viewers may assume that the claim referred to Weetabix itself.

As a result, the claim must not be broadcast again in it’s current form the ASA has ruled, and the claim ‘Packed with slow release energy to keep you going’ must highlight the related consumption of Weetabix with milk.