Thursday, October 28, 2010

Nutella scandal

Damn. I love Nutella but I am finding their marketing techniques most despicable, almost heinous. I just saw one of their adverts on tv which said that a serving of Nutella contains a bunch of hazlnuts, milk, and cocoa. The advert clearly gave the impression that these were the primary ingredients of the spread, if not the only ingredients. Surely not?


Here's the reality. I pulled this ingredients list from the Sainsbury's shopping site: "Sugar, Vegetable Oil, Hazelnuts (13%), Fat-Reduced Cocoa (7.4%), Skimmed Milk Powder (6.6%), Whey Powder, Emulsifier (Soy Lecithin), Vanillin."

Imagine the advert stating the real first three ingredients of sugar, oil and hazlenuts (just 13%). Doesn't sounds so appetising, does it? Not that there's anything wrong with a bit of sugar or oil, but we shouldn't be misled in this way.

Nutella's own FAQ is pretty shocking as it follows a similar vein, with the company pushing the spread as part of a healthy breakfast. Come on, surely any breakfast is healthier without Nutella? What's worse is how the site is clearly targeted at children and how they evade listing the main ingredients. For example, in the question "What are Nutella's ingredients?" the firm provides this label, which doesn't state the ingredients at all:

Somebody should complain. Scratch that, somebody has just complained. I'm doing it for the children. I'm not quite ready to boycott the spread, delicious that it is, but it just aint tastin' so sweet anymore.

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