Kendamil Infant Formula Claims Upheld by NAD; Modifications or Discontinuation Recommended for Other Assertions

In a recent decision, the National Advertising Division (NAD) of BBB National Programs has made several recommendations for Kendal Nutricare Limited to modify or discontinue certain claims made about its Kendamil Goat Infant Formula.

BBB National Programs, a non-profit organisation that has been operating for over 50 years, oversees more than 20 globally recognised programs. Their mission is to enhance consumer trust in business by providing third-party accountability and dispute resolution services.

NAD found that Kendal's claim about Kendamil Goat infant formula containing prebiotic GOS in sufficient amounts to provide anti-inflammatory benefits is not supported by competent and reliable scientific evidence. As a result, NAD recommended Kendal to modify or discontinue this claim.

Additionally, NAD recommended Kendal to discontinue or modify claims that the infant formula is "all natural." The claim "We don't do palm oil, corn syrups, soy, fish oil or other cheap additives" was also deemed in need of modification.

The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and promoting fair competition for business.

NAD also recommended Kendal to discontinue or modify two "clean" claims on its website and claims that its organic formulas are more nutritious than those of its competitors.

However, NAD determined that there was no evidence of false or fake consumer reviews on the Kendamil product website, or of a material connection between Kendal and the author of the challenged consumer review requiring disclosure.

Kendal agreed to comply with NAD's recommendations and thanked NAD for its thorough review. The manufacturer Reckitt, another company under NAD's scrutiny, followed the NAD's recommendation to stop claiming on its baby formula packaging that its product is approved by the FDA to avoid misleading impressions.

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. Furthermore, NAD found that Kendal established a reasonable basis for the "natural" claims "Wholesome by Nature" and "Natural Goodness."

All BBB National Programs case decision summaries can be found in the case decision library, and subscribing to the online archive provides access to the full text of NAD, NARB, and CARU decisions. The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S.

Kendamil Infant Formula Claims Upheld by NAD; Modifications or Discontinuation Recommended for Other Assertions