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Danone Stops Making Health Claims for Top Yoghurt Brands Activia, Actimel

April 15, 2010: 11:39 PM EST
Amid growing resistance Danone has stopped using health claims in marketing its Activia and Actimel yoghurt brands and has also withdrawn its request for European Food Safety Authority (EFSA) confirmation of those claims. Danone had been claiming that Activia, a fermented milk product with bifidus, aided the digestive system, and Actimel fermented milk drink enhanced the body's defenses against disease. An analyst said the withdrawal would adversely affect its business because the yoghurt brands represent up to 20 percent of Danone's sales. In February, EFSA said Danone's claim that the "immunofortis" ingredient in its baby foods can strengthen an infant's immune system lacked scientific basis. In 2009, the UK's Advertising Standards Authority upheld four false advertising complaints against Danone, while its US subsidiary paid $35 million to settle a similar lawsuit.
"Danone drops yoghurt health claims", AFP Via Yahoo News, April 15, 2010, © AFP
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