Chobani has been ordered to suspend a marketing campaign highlighting the artificial ingredients in Danone’s low-fat yoghurt line. 

The US company has targeted Danone and General Mills with ads for its own Simply 100. Chobani was ordered to pull advertisements targeting General Mills on Friday and has also been directed by a New York District Court to suspend marketing that takes aim at Danone. 

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In the campaign supporting Simply 100, the group draws a distinction between its “natural” products and those of its competitors. The advertising material states sucralose, an artificial sweetener found in Danone’s Dannon Light & Fit Greek yoghurt on sale in the US, is processed with added chlorine. Chobani argues the added chlorine prevents sucralose from being broken down into the body for energy. 

“Dannon has also been awarded a temporary injunction against the ads,” a spokesperson for Danone told just-food. “We are pleased with the court’s decision granting a preliminary injunction to stop this misleading advertising which is causing fear about safe ingredients, and we look forward to full and final resolution of this matter.”

The spokesperson said the decision is a “first step” and added that the group will “will work to ensure our competitors are truthful and not misleading” in their advertising. “We have worked hard to build a trustworthy Dannon brand based on quality products. We take all attacks on the reputation of our Light & Fit products as well as our brand seriously.”

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Responding to the injunctions, Chobani said  it is “free to continue to spread its message about the value of selecting natural ingredients” adding  it will continue to provide consumers with “more information” on natural versus artificial ingredients.  

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Danone was, however, quick to reject the argument that Chobani’s marketing is about promoting consumer choice. “Contrary to what Chobani has said, its Simply 100 ad campaign is not about providing consumers with choice. We have always used only safe ingredients to make a wide variety of yogurts that are enjoyed every day by millions of people,” the spokesperson insisted. 

The temporary injunction granted on advertising critical of General Mills’ Yoplait products was also warmly welcomed by the US group. A spokesperson for General Mills told just-food: “We are pleased by today’s court ruling requiring Chobani to stop their false ad campaign attacking Yoplait Greek 100 yoghurt. General Mills supports fair and vigorous competition between companies, but false advertising only misleads and harms consumers.”