A fizzy drink targeted towards children and sold by McDonalds has been cleared of misrepresenting its health 'five-a-day' claims.
According to the Advertising Standards Authority watchdog, the investigation was launched in response to complaints about a McDonald’s TV commercial and a banner advert on the Mumsnet website.
The complainants challenged whether the product's five-a-day claims were misleading and could be substantiated.
New drink 'Fruitizz' has been served since May 16 this year, contains no added sugars, artificial colours or flavours and blends 60% fruit juice from grapes, apples and raspberries with natural sparkling water.
McDonald's chief executive and president Jill McDonald stated the drink had been developed to create a product that delivers nutritional benefit as well as an exciting taste.
A recent documentary by Channel 4 questioned whether companies are cynically exploiting the five-a-day scheme's intentions by stamping health claims everything from sweet pastries to microwavable full English breakfasts.
McDonald's argued the company had followed Department of Health guidelines, which states that one medium (150ml) glass of unsweetened 100% fruit juice can count as one portion. This includes 100% juices that are freshly squeezed, pasteurised, concentrated or long life.
The TV advert featured images of children playing with bubbles that were in the shape of fruits and a voice-over stated: "Grape, apple, and raspberry juice with refreshing sparkling water".
The watchdog concluded that as the TV ad included contained explanatory information about the proportion of fruit juice to serving, it satisfied DH guidelines.
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