ASA forces Kraft to ditch Dairylea ‘Good Stuff’ claim

Kraft Foods has been banned from using the claim that Dairylea Lunchables are “Packed with Good Stuff” by the Advertising Standards Authority (ASA).

It follows complaints from three people that the strapline made the range sound healthier than it is given some products are high in salt and saturated fat. The claim was made in an internet campaign that supported a recent reformulation of the range to reduce levels of saturated fat and remove artificial flavours.

Kraft argued the claim was justified because it highlighted the nutritional enhancements made to the products. It says Lunchables are marketed as an occasional fun and tasty treat and “nutritionally comparable” to a homemade sandwich.

Furthermore, the campaign was aimed at an adult audience and did not describe products as low fat, low salt or natural. But the ASA deemed it in breach of the substantiation and truthfulness clauses and ruled the claim must not be repeated in future advertising.

The ASA has also upheld complaints about an HSBC TV ad that claimed the bank did not charge for worldwide withdrawals from its Account Plus. However, a levy of 2.75% on currency conversions when withdrawing from cash machines abroad was deemed by the ASA to be a transaction fee.

Meanwhile, Ann Summers can continue using the strapline “Making Devon Cream” on a poster campaign. The ASA ruled that despite being distasteful to some, it was unlikely to cause serious or widespread offence or be understood by children.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here