Holie’s has won its court case against Lotus Bakeries over an advertising campaign by the Dutch cereal start-up.
Last month, Belgian multinational Lotus Bakeries, the owner of brands including Nakd and Trek, took Holie’s to court, arguing the company’s campaign breached marketing rules.
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Holie’s devised a “sugar score” that ranks products with a score of A to C based on the sugar content listed on packaging.
A stands for products containing 0-5% sugar, B for 5-10% and C for more than 10% sugar. Holie’s highlighted brands including Nakd and Trek and Lotus Bakeries filed an injunction to halt the campaign.
Holie’s co-founder and CEO Merick Schoute said: “We’re delighted the judge has fully sided with us: we can continue showing that products with appealing claims often still contain a lot of sugar.
“Of course, this is a victory for us, but most importantly for the consumer. Our goal is clear: honest information on packaging so people can truly make informed choices.”
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By GlobalDataA spokesperson for Lotus Bakeries insisted Holie’s “engages in misleading and incorrect communication”.
“We have taken note of the court’s ruling. At Lotus Bakeries, we place great importance on offering responsible products. In our view, the use of natural ingredients, minimising added sugars, and preserving nutritional value are essential elements of this approach,” the spokesperson told Just Food.
The spokesperson said the Holie’s campaign “considers only the total sugar content, without distinguishing between natural and added sugars. The score also disregards other essential nutritional values such as fibre and protein”.
She added: “At Lotus Bakeries, we continue to believe in the importance of transparent and accurate information for consumers. In our view, Holie Foods engages in misleading and incorrect communication. Our Nakd bars contain no added sugars, only natural sugars from fruit and nuts.”
