Beech-Nut Ads Targeted

LATHAM, N.Y. — The National Advertising Division of the Council of Better Business Bureaus recommended that Beech-Nut Nutrition Corp. discontinue claims that connect its “Good Morning” and “Good Evening” baby-food products with infant attentiveness or growth. Beech-Nut has stated that each product “supports attentiveness for learning” and “supports healthy growth during night.” The New York-based NAD, the advertising industry’s self-regulatory forum, said there is no evidence that eating the Good Morning or Good Evening products would improve an infant’s attentiveness, or allow the infant to learn better or grow faster.

The NAD also recommended that the advertiser modify the name of Veggie Delight Juice to Veggie Delight Juice Drink or another name because the beverage contains 40% juice, not 100% juice.

Beech-Nut said it will take the NAD’s concerns into consideration in the development of its future advertising and will make such modifications as necessary to comply with the NAD’s decision. “As to those issues raised which are regulated by the FDA, we will take the NAD’s concerns into consideration but will also continue to rely on the advice of counsel with regard to issues of regulatory compliance,” according to Beech-Nut. “We stand behind Good Morning and Good Evening, products specifically created for morning and evening, and we are continuously advancing our consumer communications to connect with today’s progressive moms.”

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