FDBusiness.com

Ex-Formula One racing star’s beer label upsets Portman Group

 Breaking News
  • Ferrero to Acquire US Confectionery Company Ferrero Group is acquiring Ferrara Candy Company, the third largest non-chocolate confectionery company in the US, from L Catterton, the biggest and most globally consumer-focused private equity firm in the world. The terms of the transaction were not disclosed. Ferrara is best known as the maker of iconic brands such as Trolli, a leader in [...]...
  • Shift to Sustainable Food System in Europe is Possible – But Faces Challenges Making Europe’s production, consumption and trade in food environmentally sustainable is possible, but it will require a major shift in public attitudes, policies and knowledge and seizing current opportunities for change, according to a newly published European Environment Agency (EEA) report. The EEA report ‘Food in a green light,’ analyses the challenges Europe faces in shifting [...]...
  • Pet Food Producer Achieves 30% OEE Improvement and Brand Security With OAL Connected Wagg Foods, a leading producer of high-quality pet food, has increased its OEE efficiency by 30%, secured its packaging lines from errors and ensured full compliance with retailers’ code of practice with OAL Connected, a modular suite of packaging line software. Known for its laser-focus on quality, nutrition and product development, Wagg Foods prides itself on [...]...
  • Thirsty Business – How Water Reuse Can Benefit the Food and Beverage Industry By Martin Kunz, EMEA Segment Leader, Industry for Xylem’s Applied Water Systems business Only 2.5 percent of the world’s water is fresh water, and of that, only one percent is accessible as much is trapped in glaciers and snowfields. By one estimate, global fresh water demand will exceed supply by 40 percent in 2030 if current [...]...
  • Hilton Food Group to Move into UK Fish Processing Hilton Food Group, the UK-based specialist international meat packing business, has agreed to acquire Icelandic Group UK (Seachill), a leading chilled UK fish processor, for cash consideration of £80.8 million. The acquisition will provide Hilton with entry into the processing and supply of fish in the UK. Robert Watson OBE, chief executive of Hilton Food Group. Founded [...]...

Ex-Formula One racing star’s beer label upsets Portman Group

Ex-Formula One racing star’s beer label upsets Portman Group
October 31
11:11 2012

A small-scale brewery owned by former Formula One driver Jody Scheckter has breached alcohol responsibility rules for using a drawing with particular appeal to young children to market alcoholic drinks

 

According to alcohol industry watchdog Portman Group, a member of the public submitted the complaint as they were concerned that the childish nature of the drawing and the colouring of the product labels and logo could be confusing and likely to appeal to under 18s.

Laverstoke Park Farm said that the generic brand image of a farmer, ‘Mr Laverstoke’, was used on all its products. The beer label was designed by Scheckter’s son.

It did not consider that the lager and ale labels would have a particular appeal to under 18s and felt that, taken in combination, the colour, language and layout of the label created an adult, joyful and honest feel to the products and represented its key message of ethical food production, according to the Portman Group.

Appealing to under 18s

The Independents Complaints Panel (ICP) acknowledged that the company had not deliberately set out to make its alcoholic products appeal to under 18s. However, the Panel ruled that whilst the image of ‘Mr Laverstoke’ was acceptable on the non-alcoholic range of products, including organic apple juice, it was not appropriate for use on their alcoholic products and it could cause confusion for the consumer. The Panel felt that the image whilst unlikely to appeal to older children would be likely to have a particular appeal to younger children.

Accordingly, the Panel found the packaging of both the Lager and Ale in breach of Code paragraph 3.2(h) which prevents alcohol being marketed in a way that could appeal to children.

The Code of Practice

Henry Ashworth, chief executive of the Portman Group, which provides the secretariat for the Independent Complaints Panel, said: “Whilst a child’s drawing may be acceptable for marketing organic apple juice it is entirely inappropriate for alcoholic drinks’ labels.

“There are no exceptions to the rule which says that alcohol packaging must not appeal to children, regardless of where a product is being sold.  We understand that producers don’t deliberately set out to break the rules but they must be extra vigilant when it comes to marketing alcohol.  The safest thing to do is contact the Portman Group for advice first before launching a new alcohol range.

“The Code of Practice prevents alcohol being marketed in a way that could particularly appeal to children and these rules must be strictly enforced. No producers are exempt from the rules and it is vital that the whole industry set a precedent of ensuring their products do not appeal to anyone under the age of 18.”

“The big boys”

In response, Scheckter told the Grocer that he would fight the ruling. He said the decision was another example of the industry body, funded by the industry giants, attacking smaller producers.

He told reporters: “The big boys want to show that they are doing something so they go after the small people.”

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 21, 2017Food & Nutrition Conference & Expo 2017
  • October 22, 2017Serbotel
  • October 22, 2017Natexpo
  • November 5, 2017FLEIFOOD 2017
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements