National Foods to rebrand juices following ACCC investigation

National Foods’ Berri Australian Fresh and Daily Juice Company juices will be rebranded following an Australian Competition and Consumer Commission (ACCC) investigation that found information on the packaging of the juices to be at times misleading.

According to the ACCC, the Berri Australian Fresh packaging suggested that it only contained juice that was recently squeezed, when in fact the products within the range contained fresh juice or a blend of fresh juice and aseptically stored juice.

National Foods has accepted that the Berri Australian Fresh packaging is likely to have misled some consumers and contravened the Trade Practices Act 1974.

The company has agreed to change the brand name of its Berri Australian Fresh juices to Australian Grown as soon as new packaging is available to ensure that no consumers are misled in the future.

National Foods has also agreed to amend its Daily Juice Company packaging to ensure that consumers are clearly aware the products within the range contain a blend of fresh, reconstituted juice and sometimes juice that has been aseptically stored.

"Some consumers may be prepared to pay a premium for fresh products," ACCC Chairman Graeme Samuel said. "Companies wanting to take advantage of consumer preference for fresh products have to be very careful that they do not make misleading claims."

In response to ACCC’s concerns, National Foods will:

• Cease supplying Berri Australian Fresh and Daily Juice Company products containing the old representations by 14 March 2011, and replace stock with new packaging that will not mislead consumers, and

• Publish corrective advertisements in major Sunday newspapers throughout Australia to alert Australian consumers to the contents of these juices while the new packaging is prepared.

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