Fruit juice claim thrown out

Advertisements claiming a fruit drink provides two out of the recommended daily intake of five portions of fruit and veg have been deemed misleading.

The Advertising Standards Authority (ASA) said the manufacturer of Fruit2Day’s claim that it is “easy and convenient to get two of your five-a-day in a bottle” contradicts the Department of Health’s guidelines, which state fruit juice should only count as a single portion.

Manufacturer Hero UK defended the ads, saying Fruit2day is an “innovative fruit snack” and as it contains real fruit pieces it should not be judged as a traditional juice or smoothie. But ASA dismissed this argument, confirming Fruit2Day will be considered a juice.