Holie’s Wins Lawsuit Against Lotus Bakeries Over ‘sugar Score’ Campaign

Credit: Holie’s

Holie’s has won its tribunal lawsuit against Lotus Bakeries complete an advertizing run by nan Dutch cereal start-up.

Last month, Belgian multinational Lotus Bakeries, nan proprietor of brands including Nakd and Trek, took Holie’s to court, arguing nan company’s run breached trading rules.

Holie’s devised a “sugar score” that ranks products pinch a people of A to C based connected nan sweetener contented listed connected packaging.

A stands for products containing 0-5% sugar, B for 5-10% and C for much than 10% sugar. Holie’s highlighted brands including Nakd and Trek and Lotus Bakeries revenge an injunction to halt nan campaign.

Holie’s co-founder and CEO Merick Schoute said: “We’re delighted nan judge has afloat sided pinch us: we tin proceed showing that products pinch appealing claims often still incorporate a batch of sugar.

“Of course, this is simply a triumph for us, but astir importantly for nan consumer. Our extremity is clear: honorable accusation connected packaging truthful group tin genuinely make informed choices.”

A spokesperson for Lotus Bakeries insisted Holie’s “engages successful misleading and incorrect communication”.

“We person taken statement of nan court’s ruling. At Lotus Bakeries, we spot awesome value connected offering responsible products. In our view, nan usage of earthy ingredients, minimising added sugars, and preserving nutritional worth are basal elements of this approach,” nan spokesperson told Just Food.

The spokesperson said nan Holie’s run “considers only nan full sweetener content, without distinguishing betwixt earthy and added sugars. The people besides disregards different basal nutritional values specified arsenic fibre and protein”.

She added: “At Lotus Bakeries, we proceed to judge successful nan value of transparent and meticulous accusation for consumers. In our view, Holie Foods engages successful misleading and incorrect communication. Our Nakd bars incorporate nary added sugars, only earthy sugars from consequence and nuts.”