Heinz is facing a fine of up to $1.1m after being found guilty of engaging in “false and misleading” marketing.
The Federal Court ruled the food giant made a false claim about its Little Kidz Shredz product, which is a high sugar product marketed as healthy for toddlers.
The Shredz product range has now been pulled.
The court found that Heinz had represented that its Shredz products were beneficial to the health of children aged 1-3 years, when this was not the case, being almost 70% sugar.
“We were particularly concerned by Heinz’s conduct because the Shredz products were marketed as being beneficial for young children,” ACCC acting chair Delia Rickard said in a statement.
The packaging of the product included pictures of wholesome fresh fruit and vegetables and statements such as ‘99% fruit and veg’, which conjured up the impressions of nutritiousness and health. The ACCC said this was an inaccurate portrayal.
The ACCC’s action followed a complaint by the Obesity Policy Coalition about food products for toddlers that make fruit and vegetable claims but are predominantly made from fruit juice concentrate and pastes, which have a high sugar content.
Heinz has been approached for comment.
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