National Advertising Division Finds “50 Calorie” Claim for Dannon Light & Fit Zero Sugar Product is Supported

New York, NY – August 2, 2023 – The National Advertising Division (NAD) of BBB National Programs determined that Danone US, LLC’s “50-calorie” claim for Dannon Light & Fit Zero Sugar products is substantiated.

The claim at issue, which appears on product packaging, was challenged by competitor Chobani, LLC. Chobani and Dannon produce the only two available such products free from sugar and artificial sweeteners – Chobani Zero Sugar and Dannon L&F Zero Sugar.

NAD determined that Danone’s confidential evidence provided a reasonable basis to support its 50-calorie claim.

NAD considered Chobani’s calculations and third-party testing supporting its argument that Dannon L&F Zero Sugar products contain more calories than the label indicates, however, NAD found that it was not more persuasive than Danone’s evidence.

In its advertiser statement, Danone stated that it “carefully determines the number of calories in its products and appreciates NAD’s finding that the 50-calorie claim for its Light + Fit Zero Sugar products is supported.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.