Heinz advert banned over protein claims

An advert for Heinz baked beans has been banned after comparing the nutritional value of the product to a protein shake.

The television ad showed a man arriving home to his family and being asked if he was hungry, to which he answered as he took a drink out of the fridge: “Yeah, I’m on a new regime. Dean calls the ‘three Ps’ ... This is the last P: Protein, with high fibre and minimal fat.”

Heinz Foods UK said the ad made the authorised claim that a portion of Heinz Beanz was high in protein. Advertising regulations do not allow claims that one food has “as much” of a nutrient or nutrients as another food. Upholding the complaint, the ASA said viewers would interpret the ad to mean that the beans had as much protein, fibre and fat as the protein shake.