Major Australian food manufacturer Uncle Tobys Foods Pty Ltd will stop representing that its Roll Ups products are 'Made with 65% real fruit' and are made by converting fruit into a Roll-Up with minimal processing.
Uncle Tobys has given court enforceable undertakings to the Australian Competition and Consumer Commission after it raised concerns about the Roll Ups marketing.
"The ACCC was concerned that the Roll-Ups composition was being misrepresented* to consumers", ACCC Chairman, Mr Graeme Samuel, said today.
Uncle Tobys has undertaken that it will not:
- represent that Roll-Ups (as currently composed) are 'Made with 65% real fruit'
- list on the ingredients panel that a Roll-Up (as currently composed) is equivalent to a specified percentage of fresh fruit
- run an advertisement which showed images of an apple being flattened into a Roll-Up (the 'Roll-Ups Reels Fruit Shrink' advertisement), and
- represent that Roll-Ups are made by converting a piece of fruit into a strip with minimal processing or without further processing or other ingredients added.
Uncle Tobys will publish an article for the food industry on the importance of accurate advertising. It will review and implement recommended changes to its trade practices law compliance program in relation to Roll-Ups.
In the article, Uncle Tobys says its: "key learning from this experience was that in making representations to consumers, we have to carefully consider how consumers might view both representations on packaging and the overall impression created by all the aspects of product marketing, including labels, branding and advertising".