Abbott Stops Using ‘#1 Infant Formula Brand’ Claim After Finding Supporting Data Out Of Date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

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