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Abbott Stops Using ‘#1 Infant Formula Brand’ Claim After Finding Supporting Data Out Of Date

Claiming Top Brand Among Formulas In US Remains Contentious Advertising Issue

 
• By Malcolm Spicer

Mead Johnson not only gains with Abbott stopping use of claim on Similac packaging, but also continues using similar claim on Enfamil packages, “#1 Pediatrician Recommended Brand.”  In NAD report, Abbott says data backing up its claim apparently wasn’t current.

Mead Johnson continues using a claim of “#1 recommended brand” variety on its Enfamil formula line, left, while Abbott is voluntarily removing a similar claim from its Similac line, right. • Source: Shutterstock/HBW Insight

A competitor’s challenge to Abbott’s “#1 infant formula brand” label claim for Similac infant formula products was resolved much faster as well as more simply than Abbott’s problems linked to bacterial contamination at its largest US formula plant.

The competitor, Enfamil formula marketer Mead Johnson & Co. LLC, could say having an advertising challenge reviewed by BBB National...

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