BOSTON — Force Factor Brands LLC has prevailed on the central issue in a National Advertising Division challenge involving advertising claims for its Total Beets® line of nutritional supplements.
The challenge, brought by Human Power of N Company Humann, questioned Force Factor’s use of claims including “America’s #1 Best-Selling Beets Brand,” “#1 Best Selling Beets Brand in America,” and “#1 Beets Brand in America.”
Following its review, BBB National Programs’ National Advertising Division determined that Force Factor had provided sufficient current unit-sales data to substantiate the claims.
NAD found that unit sales are an appropriate measure for determining the leading brand in this instance and concluded that Force Factor had a reasonable basis for its #1 best-selling claims. [BBB Programs]
The decision represents a significant validation for Total Beets as competition intensifies in the rapidly growing beet-based and nitric oxide supplement category.
NAD recommended one modification: when Force Factor uses the broader claim “#1 Beets Brand in America,” the company should disclose that the ranking is based on total unit sales. Force Factor stated that it will comply with that recommendation.
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