Liqui Fruit ordered to drop “Nothing But Fruit” slogan

JOHANNESBURG — (Date unknown)

Pioneer Foods must remove or change its Liqui Fruit juice slogan “Nothing But Fruit”, after regulators ruled the phrase misleads South African consumers.

The Advertising Regulatory Board (ARB) appeals committee ordered the change following a consumer complaint. The complaint challenged marketing claims including “100% fruit juice”, “Nothing But Fruit”, and locally sourced produce descriptions (ARB ruling).

The committee upheld Liqui Fruit’s “100% fruit juice” claim as legally compliant. But it ruled against the trademarked slogan “Nothing But Fruit”, stating its literal meaning conflicts with product contents (ARB ruling).

“Nothing means exactly that – the absence of anywhere else,” the committee stated. It noted the long-life juices contain additives like citric acid and natural flavourings – permitted by law but not fruit (ARB findings).

Pioneer Foods, a PepsiCo subsidiary, argued consumers understood the slogan excluded vegetables and synthetic ingredients. The appeals committee rejected this, finding reasonable buyers would expect only fruit (company statement).

Pioneer must also revise claims about ingredients being “sourced from local farms”. The committee found not all components were locally procured (ARB ruling).

The brand must implement changes across all packaging and advertising. Pioneer Foods has not indicated whether it will challenge the ruling (no response available).