'Misleading' Nutella TV ad pulled

Makers claimed Nutella could be part of a balanced breakfast

A TV advert for Nutella has been withdrawn after the advertising watchdog ruled it exaggerated the hazelnut spread's nutritional value.

The commercial showed several mothers giving their children Nutella on toast with a voiceover saying it could be part of a balanced breakfast.

But it was pulled to be amended following 53 complaints to the Advertising Standards Authority (ASA).

Manufacturers Ferrero UK said it took advice from independent nutritionists.

The commercial included a voiceover saying: "Surprisingly, each jar contains 52 hazelnuts, the equivalent of a glass of skimmed milk and some cocoa."

We think it is highly irresponsible of Nutella to imply that their spread is healthier than it actually is Miranda Watson, Which? food campaigner

It said Nutella released energy slowly, so it could be part of a balanced breakfast.

But 52 viewers and consumer group Which? complained the spread was also high in fat and sugar.

Which? health and food campaigner Miranda Watson said: "We think it is highly irresponsible of Nutella to imply that their spread is healthier than it actually is, especially as the ad clearly encourages parents to give it to their children for breakfast."

She said to get the claimed "equivalent of a glass of skimmed milk" a person would have to eat a whole jar.

"That would also mean consuming over 100g of sugar, even for the smallest jar of Nutella," she added.

The ASA ruled the commercial misleadingly implied that the spread made a more significant nutritional contribution to a balanced breakfast than was the case.

It ruled it should not be repeated in its current form.

In a statement, Ferrero UK said it had not set out to mislead consumers, and the ad had been aimed at adults, not children.