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‘No B.S.’ In RxBar Package Front Claims, Advertising Self-Regulation Forum Finds

 
• By Eileen Francis

National Advertising Division sides with RxBar marketer in review of front-of-package list of ingredients and “No B.S.” statement challenged by Kind bars. NAD attorneys note food products commonly tout ingredients on labels without specifying relative prominence by weight, volume or other measures.

A bright, blue "PROS" and a red "CONS" sit on opposite ends of a gray board which is balanced on a white question mark. Isolated on white.

The simplicity of the RxBar protein bar package front isn’t misleading with a list of the numbers of egg whites, almonds, cashews and dates used in each bar followed by “No B.S.”, a Council of Better Business Bureau industry self-regulation unit decides on a challenge by Kind LLC.

“It is common for food products to tout ingredients on their labels without specifying their relative prominence by weight, volume, or any other measure within the product,” attorneys for the National Advertising Division in the council’s BBB National Programs Inc

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