Unilever has agreed to change its adverts for Flora pro.active margarine following a decision by the UK’s Advertising Standards Authority that the company had made misleading health claims.
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“It is well accepted that products containing plant sterols help lower cholesterol. This in itself helps maintain healthy blood vessels. However in any future advertising we will not make a distinct claim that the B vitamins in the pro.activ product, on their own, help maintain blood vessel health,” a company spokesperson told just-food.
Unilever’s use of plant sterols has helped its Flora spreads to become one of the UK’s best selling grocery brands, with sales rising 8% last year alone.
