Oatibix

[rulefan]

Does anyone know why they have removed the statement 'For a healthy heart' from the box.The claim referred to the fact it included thiamine. It still does but the claim has gone.

 

[Kellfire]

"The brand’s modern new look, which is clearer and bolder, ensures the range will stand out on fixture, whilst ensuring it remains recognisable to its base of loyal consumers. The design also utilises the positive associations of the distinctive Weetabix brand, including the line ‘Have you had your Oatibix?’ The new packs will sport general health messaging, moving away from previous, specific, heart health claims to broaden consumer appeal and relevance, building on the health trend around oats."

https://www.retailtimes.co.uk/oatibix-unveils-new-recipe-npd-and-brand-refresh/

 

[MegaSteve]

Genuinely never heard of the product... Suspect though, they come overloaded with sugar...

 

[Slab]

This thread will no doubt attract the usual cereal posters on here

 

[Lord Tyrion]

I would imagine it simply is not able to back up the statement and so has had to remove it. Companies used to be able to get away with spouting guff but the ASA are tightening up on that. 'For a healthy heart', prove it, errrmmmmm. It may help along with a whole host of other things but not enough to warrant the statement.

 

[Robster59]

I would imagine it simply is not able to back up the statement and so has had to remove it. Companies used to be able to get away with spouting guff but the ASA are tightening up on that. 'For a healthy heart', prove it, errrmmmmm. It may help along with a whole host of other things but not enough to warrant the statement.

Like
Guinness is good for you
Mackeson - It looks good, it tastes good and by golly it does you good
L'Oreal claimed its skincare products were "clinically proven" to "boost genes."

Plus loads more. People are now more open to challenging these claims.
It's like you see adverts for skin care products which say "contains somesillyname 10" but doesn't say what it is or what it does.

 

[rulefan]

I would imagine it simply is not able to back up the statement and so has had to remove it. Companies used to be able to get away with spouting guff but the ASA are tightening up on that. 'For a healthy heart', prove it, errrmmmmm. It may help along with a whole host of other things but not enough to warrant the statement.

Thiamine is a well proven food fortification for the prevention of certain heart diseases. There is certainly no problem with the ASA.

 

[rulefan]

"The brand’s modern new look, which is clearer and bolder, ensures the range will stand out on fixture, whilst ensuring it remains recognisable to its base of loyal consumers. The design also utilises the positive associations of the distinctive Weetabix brand, including the line ‘Have you had your Oatibix?’ The new packs will sport general health messaging, moving away from previous, specific, heart health claims to broaden consumer appeal and relevance, building on the health trend around oats."

https://www.retailtimes.co.uk/oatibix-unveils-new-recipe-npd-and-brand-refresh/

Thanks. That makes a lot of sense.

 

[Lord Tyrion]

Rulefan, seems odd then as you would surely want to promote a health benefit if there was one.

 

[rulefan]

I reckon that general health messaging would be more attractive to consumers as we don't see many cases of beriberi here.