The U.K. Advertising Standards Authority (ASA) has ruled that print and Web advertisements for Alpro (UK) Ltd.’s almond milk are not misleading. ASA received two complaints alleging that the advertisements misled consumers because the product contains only 2 percent almonds and because the ads featured images implying that almonds could be “milked.” Alpro countered, however, that “almond milk” is “commonly used as a descriptor for this type of product,” with “the two leading international branded varieties both [having] an almond content of 2%.”
“They explained the product was made by processing roasted almonds into a creamy paste, which was then blended with spring water and other ingredients and nutrients, but that no additional flavorings were added to the product,” according to ASA. “They said the number of almonds used defined the texture and taste intensity of the product and that consumers liked the product with 2% roasted almonds, which equated to around 20 almonds per one liter pack.”
ASA ultimately agreed with Alpro, concluding that all almond milk varieties contain a relatively low percentage of almonds. “We considered that, whilst consumers might not be aware of exactly how almond milk was produced, they were likely to realize that almonds could not be ‘milked’ and that the production of almond milk would necessarily involve combining almonds with a suitable proportion of liquid to produce a ‘milky’ consistency,” concluded ASA’s adjudication, which found that neither ad in question breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising).