Pioneer Foods, the company behind the popular Liqui Fruit brand, has been ordered to remove or amend its long-standing Nothing But Fruit trademark after the Advertising Regulatory Boards ARB appeals committee ruled that the phrase is misleading to consumers, reports Cape town Etc .
The decision follows a complaint lodged against claims on Liqui Fruits website, including 100 fruit juice, Nothing But Fruit, and that the brand sources fruit from local farms. While the ARB upheld Liqui Fruits right to advertise its products as 100 fruit juice or 100 fruit juice blend, it took issue with the trademark slogan.
According to the ruling , the issue lies in the wording: "Nothing means exactly that - the absence of anything else. Although South African regulations allow the use of permitted additives such as natural flavourings, citric acid and ascorbic acid in long-life juices, the ARB found that these ingredients make the claim Nothing But Fruit inaccurate and potentially misleading to the reasonable consumer.