Yoplait Liberté yogurt ad not misleading, says ASA
A TV ad for Yoplait's Liberté yogurt has avoided a ruling by the Advertising Standards Authority (ASA) after a viewer challenged the claim that the product was “naturally thick”.
During the advert a voice-over stated, "Discover Liberté yogurt. So incredibly creamy-tasting, so naturally thick, so liberating."
The complainant challenged whether the claim was misleading and could be substantiated, because they believed maize or rice starch was added to the product to artificially thicken it.
Yoplait UK Ltd explained that the Liberté yogurt layer used only two ingredients – milk and lactic ferments – as indicated on the natural recipe ingredient list. It said the thicker texture was "delivered through a straining process that resulted in a higher protein content than regular yogurt,” and that rice starch was only used in the fruit layer of the yogurt.
In its assessment the ASA said: “Consumers were likely to understand that the claim "naturally thick" referred to the yogurt alone rather than the combined yogurt and fruit layer product and we therefore concluded that the claim was not misleading”.
No further action was necessary.