Kendamil Infant Formula Claims Receives Support from NAD, Some Claims Recommended for Modification or Discontinuation

In a recent review by the National Advertising Division (NAD), a non-profit organisation that provides independent self-regulation and dispute resolution services, Kendal Nutricare Limited, a UK-based company producing infant milk products, has agreed to comply with the recommendations made regarding certain claims for its Kendamil infant formulas.

The NAD determined that Kendal provided a reasonable basis for certain claims, such as the "natural" claims "Wholesome by Nature" and "Natural Goodness." However, the review found that the company's advertising claim about the anti-inflammatory benefits of Kendamil Goat infant formula's prebiotic GOS is not supported by competent and reliable scientific evidence. As a result, NAD recommended Kendal modify or discontinue this claim.

NAD also recommended Kendal discontinue or modify claims that its organic formulas are more nutritious than those of its competitors. The organisation further recommended that Kendal discontinue or modify two "clean" claims on the Kendamil website, as well as the claim "We don't do palm oil, corn syrups, soy, fish oil or other cheap additives."

In addition, NAD found 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. However, the organisation advised Kendal to ensure that any claims made about MFGM are clear and not misleading.

The NAD also recommended Kendal modify or discontinue claims that the Kendamil products are "all natural." The organisation determined that the claim "FDA Approved" on product packaging should be discontinued to avoid conveying the misleading message that Kendamil's formula is endorsed or formally approved by the FDA.

Kendal has agreed to comply with these recommendations and thanked NAD for its thorough review. The company produces infant milk products in the UK, including organic baby milk and goat milk formula with over 60 years of manufacturing experience.

BBB National Programs, the organisation responsible for the NAD review, operates more than 20 programs that address existing and emerging industry issues, promote fair competition for businesses, and provide a better experience for consumers. The organisation evolves its work and grows its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas.

For more information about BBB National Programs, visit bbbprograms.org.