Beech-Nut Nutrition Co. “Beech-Nut Baby Food” (USA, television, Internet)

Beech-Nut Nutrition sells baby food in the US. On TV and online it promotes its glass packaging using the phrases “glass is nature’s safest container” and “glass is the ultimate in sustainability”. The company argued that the claims were made to promote the fact that glass baby food jars provide far-reaching environmental benefits superior to competing types of packaging, including plastic.

However, the evidence provided only addressed one aspect of “sustainability,” the carbon footprint. NAD recommended that Beech-Nut discontinue its unsupported claims that “glass is the ultimate in sustainability.”

Complain upheld

Read full adjudication here.

The Global Guidance on Evironmental Claims offers marketers a selection of case studies that ilustrate the contents of the guidance with real life examples. See full list here.