Kendamil Infant Formula Claims Found Supported by NAD; Recommendations for Modification or Discontinuation of Other Claims
In a recent review, the National Advertising Division (NAD) of BBB National Programs has made several recommendations to Kendal Nutricare Ltd., the company behind the popular infant formula brand Kendamil.
NAD found that the research studies Kendal relied on to support claims of superior nutritional value were not a good fit for the challenged more nutritious claims because they did not evaluate Kendamil's products or any competitor products. As a result, NAD recommended Kendal modify or discontinue claims that its organic formulas are more nutritious than those of its competitors.
Regarding the anti-inflammatory benefits of Kendamil's Goat infant formula's prebiotic GOS, NAD determined that there is not enough competent and reliable scientific evidence to support this claim. Therefore, NAD recommended Kendal discontinue or modify its advertising to avoid conveying that Kendamil's Goat Infant Formula has prebiotic GOS that is "anti-inflammatory" or that it helps to protect against inflammation.
NAD also determined that the claim "We don't do palm oil, corn syrups, soy, fish oil or other cheap additives" should be discontinued or modified, as NAD did not find evidence demonstrating that these ingredients are problematic additives when present in infant formula.
On a positive note, NAD found that Kendal established a reasonable basis for the challenged "natural" claims such as "Wholesome by Nature" and "Natural Goodness." However, NAD recommended Kendal modify or discontinue claims that the Kendamil products are "all natural."
In addition, NAD determined that one message reasonably conveyed by the MFGM claims is that Kendamil products contain natural MFGM because they are made with whole milk fats that are similar to breastmilk.
NAD also reviewed the company's claims about consumer reviews on the Kendamil product website and found no evidence of false or fake consumer reviews or misrepresentation of individual reviewers' experiences.
In its advertiser statement, Kendal agreed to comply with NAD's recommendations and thanked NAD for its thorough review. NAD also recommended Kendal discontinue or modify the "clean" claims on its website.
BBB National Programs provides third-party accountability and dispute resolution services that address existing and emerging industry issues, promote fair competition for businesses, and a better experience for consumers. BBB National Programs is a non-profit organization that operates more than 20 globally recognized programs helping to enhance consumer trust in business for over 50 years.
To learn more about BBB National Programs, visit bbbprograms.org. Per NAD/NARB Procedures, this release may not be used for advertising or promotional purposes.
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