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Nutty as squirrel poo!

* ― J.K. Rowling, Harry Potter and the Deathly Hallows (Rita Skeeter, quoting Enid Smeek, describing Bathilda Bagshot) That quote from the Harry Potter series made me laugh (very much out loud) when I first read it.

* ― J.K. Rowling, Harry Potter and the Deathly Hallows
(Rita Skeeter, quoting Enid Smeek, describing Bathilda Bagshot)

That quote from the Harry Potter series made me laugh (very much out loud) when I first read it. In fact, I like it so much I try to work it in to conversations from time to time. For instance, it works quite well describing a story in the headlines today.

The multinational foodstuff manufacturer Ferrero (whose products include Ferrero Rocher chocolates, Kinder Surprise candy, and -- who knew? -- Tic Tac candy mints) recently reached an out-of-court settlement of a class action lawsuit, in which it was accused of falsely portraying Nutella as a healthy product to include in a balanced breakfast.

Their website claims that Nutella "…has become an essential element to the breakfast ritual and serves as a great way to begin the day."

They don't come right out and state that this chocolate-hazelnut confection is as healthy as the whole-grain slice of toast on which one might spread it. But there is an implied suggestion that Nutella is truly a healthy component of a balanced breakfast.

In the comments following this story on a number of media websites there are posters who are applauding the success of the lawsuit in forcing Ferrero to change its advertising -- perhaps heralding similar changes from other manufacturers and advertisers.

There are, however, other posters who decry the abdication of personal responsibility on the participants in this lawsuit, claiming that they should read the nutritional label rather than simply making a purchase based solely on advertising.

In fact, Ferrero encourages parents to take an active role in providing nutritious meals for their children, and admits to targeting mothers in their advertising:
 

In addition to this basic feature, and supporting each individual person’s right to free choice, Ferrero has always focused on advertising campaigns which address mothers directly. We believe that, thanks to the trust gained over the years from parents, who have increasingly appreciated the standards and quality of Ferrero products, with its portions suited to a certain age and a certain level of physical activity, this helps parents to provide their children with the appropriate levels of nutrition and energy.

http://www.ferrero.ca/social-responsibility/nutrition/advertising-to-parents/

The lawsuit was launched by four American mothers who were upset to discover that the Nutella they were spreading on their kids' morning toast was a confection that contained twice as much sugar as a similar amount of jam or syrup.

Again, there are those who suggest that these mothers could -- indeed, should -- have read the nutrition label and made their own comparison prior to buying a jar of Nutella.

Alas, none of the mothers will be getting rich. The settlement, which is scheduled to be reviewed by the court in July, will see eligible consumers (anyone in the USA who has purchased Nutella between 2009 and 2012)  submitting claims for $4 per jar purchased, up to a maximum of $20.

The bigger win, in this case, is that Ferrero USA, Inc, has agreed to revise its labelling and advertising campaigns. (Apparently a similar complaint was upheld in the UK in 2008.) (Note: the ruling will not apply to Ferrero operations in other countries, including Canada.)

The Nutella website will remove claims that the product contains “quality ingredients” and that it “is a good combination for a balanced breakfast.”

As a nutritious addition to breakfast, Nutella does seem to fall rather short, as it contains over 55 per cent processed sugar.

For a 2 tablespoon serving, Nutella contains: 200 calories, 11 grams of fat (3.5 grams saturated fat, and 21 grams of sugar.

Over the past four decades we have heard the phrase "truth in advertising" bandied about so often that we have, perhaps, come to expect that to be so. However, I believe we will find that the "truth" revealed in advertising is perhaps not the "whole truth," or that "truth" is a somewhat subjective term.

The advertising is not lying, per se, in suggesting that Nutella can be a part of a balanced breakfast.

That is not the same as saying this product is healthy, however.

I watched another commercial this morning for Dr Oetker Shirriff Mousse mixes, in which the voice-over claimed this to be a healthy part of a meal, thanks to calcium of the added milk.

Well, yes, milk is a good source of calcium. If its calcium you're after, have a glass of milk.

A serving of chocolate mousse, however, contains 3 grams (2.5 grams saturated) of fat, 15 grams of carbohydrates (12 grams sugar), and 130 calories.

The mix itself contains no calcium, and the first listed ingredient is sugar.

Many of us recognize that this advertising is, perhaps, a bit misleading. It is neither inaccurate nor a complete falsehood, but statements that a product is a part of a "healthy, balanced meal" does suggest that the product itself has a health benefit.

I have spent a great deal of time in grocery stores over the course of my life; as a child with my mother, and on my own as an adult. I have always been a "label reader," but as I have become more health conscious I have also become more adept at interpreting the ingredients list and nutrition labels.

I am not sure how many people can claim to be truly resistant to the lure of advertising.

For myself, I can usually resist the marketing hype, and choose products that are good for me, or at least aren't as "bad" for me as some other choices might be.

I see many people in grocery stores who do not appear to be able to resist the ads, or perhaps they just don't care.

One tip I will offer: do not bring children grocery shopping.

Children are very susceptible to advertising, and do not have the facility to recognize when they are being duped. They also don't necessarily care that something might be a "healthier" choice than the product the tv told them they wanted.

Besides, everyone knows that Froot Loops are way more fun than All Bran.

Next time you're shopping take a cruise down the cereal aisle. Look at where the "healthy" choices are located (bottom or top shelf), and compare that to where the "fun" choices are (middle shelves, at kid-sitting-in-the-buggy height).

Remember the jingles and commercials from our childhood?

"Can't get enough of Super Sugar Crisp!" "Silly Rabbit! Trix are for Kids!"

Even the most blatantly, obnoxiously sweet, sugar-coated cereals claim to be "a part of a healthy breakfast."

Yes, we who do the shopping are -- or should be -- responsible for making healthy choices for ourselves and our families. That being said the influence of advertising, from tv ads to packaging and in-store promotions, can be insidious. A moment's indecision could lead to reaching for the more familiar brand, rather than checking labels.

As each manufacturer tries to increase their market share -- especially with people starting to look for truly "healthy" options -- the subtly predatory advertising will continue.

The Nutella case is one small victory for consumers. However it will take more than a token lawsuit to affect real change.

People need to start reading labels and making healthier choices.

This applies to so many aspects of our lives, really. Eating. Drinking. Smoking.

Thanks to the "nanny state," there are few, if any, products that do not bear nutrition labels or health warnings of some kind. We no longer have the excuse that we "didn't know."

It's difficult to imagine that anyone believes that a fast-food burger and fries is a healthier option than buying the ingredients and making them at home yourself.

Despite the questionable advertising practises, we cannot blame anyone else for the choices that we make.


But… that's just my opinion.


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