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Chobani Exaggerated Protein Content of it’s Complete Yogurt

When Chobani advertised that its “Complete” yogurt products contained up to 25 grams of protein, the makers of Dannon yogurt cried foul. Here is the commercial claim in question:

Chobani Complete claim

*MOUSE PRINT:Chobani Complete 3
It turns out that two of the three products shown in the ad did not have 25 grams of protein per serving. They only had 15 and that distinction was not made clear.

So Dannon filed a formal complaint with the National Advertising Division (NAD) of the Better Business Bureau. Before NAD could render a decision, Chobani announced that it would stop making the 25 grams of protein claim about its 5.3 ounces yogurt cups, and make clear that the claim only applied to their 10-ounce shake product.

“Up to” claims are inherently misleading because they highlight the best case scenario and ignore the worst case. That’s why Massachusetts advertising regulations, for example, require both the lowest number and the highest number in a range to be disclosed in equal size type, such as “save 10 to 50 percent” rather than “save up to 50 percent.”

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5 thoughts on “Chobani Exaggerated Protein Content of it’s Complete Yogurt”

  1. I agree, almost all “up to” advertising is intentionally misleading. I also don’t agree that Chobani should suddenly not be at risk of any penalties because they decided to change it before being investigated. They still benefitted from the misleading advertising for however long that ad was running.

    • i completely agree with all the posted comments. “up to” in any form is misleading at best and pure fraud at worst. if you have 1000 people buying the product based on a claim of up to and the actual numbers are not even possible thats fraud !

      how can you claim up to 25g when 0% of the product ever had 25g of protein ever avail ?

      you knowingly make false claims and get away with it because you change it after you have profited from it ! then should be made to sell product at reduced price for 6 months. this was consumer benifits rather than a fine the govt gets to pocket !

  2. I agree with Joel.. as soon as I see “up to”, it’s meaningless. 0g would still be included.

    Why stop there? If it’s a 500g container, say up to 500g!

  3. That’s a great regulation in Massachusetts. I’d love to see that become law in every state.

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