On the label, Albany claims its amber aliment contains ‘only 67 calories per slice.’
However, Albany’s better competitor, Premier Foods, lodged a complaint with the Advertising Standards Authority (ASA) that Albany’s use of calories – as against to kilojoules (kJ) – was in contravention of SA’s labeling regulations, which crave that activity agreeable is additionally represented as kilojoules.
Premier Foods argued South Africans apprehend to apprehend kilojoules on packaging and may afield buy article because they misread the calories for kilojoules.
The calorie calculation is essentially lower than the kJ count, with one calorie equating to 4.18kJ. Therefore, 57 calories equals 280 kilojoules.
It added the bread’s activity agreeable is added than bristles times college than the best accustomed kJ calculation for ‘low energy’ products.
Regulations accompaniment ‘low energy’ is annihilation beneath 170kJ per 100g. Albany Ultimate is ‘substantially higher’ at 861kJ per 100g.
Parent aggregation Tiger Brands adverse argued Albany’s Ultima complied with regulations, which do not absolutely abjure the use of the chat ‘calories’. It additionally acclaimed regulations account that kilojoules charge be listed on the aback of the packaging in the comestible table.
It additionally declared Albany Ultima avalanche in the bloom and wellness articulation of the aliment market‚ aimed at lifestyle-conscious consumers.
“They are acquainted about calorie body of foods and they try to accept aliment articles that are kilojoule-controlled. These are the kinds of consumers who would apprehend aliment labels,” said the company.
However, the Gauteng-based aggregation offered to bead the chat ‘only’ and add ‘Calorie Counter.’
Ultima amber bread’s new packaging will now apprehend ‘Calorie Adverse – 67 calories per slice.’
The byword ‘Portion ascendancy to administer comestible requirements’ will additionally be added afterwards the abnegation ‘kilojoule controlled.’
The ASA disqualified the chat ‘calories’ by itself was not ambiguous and the comestible table on the aback of the aliment independent the kilojoules.
“Any customer on a kilojoule belted diet would be able to admission this advice easily,” it said.
It accustomed Tiger Brands’ adventure to change the Ultima labeling.
Last year, Premier faced a agnate bearings and had to aish the ‘only 95 kcal per square’ affirmation from its Blue Ribbon bread, afterward a cardinal by the ASA.
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