Claims of the nutritional benefits of milk packaged in light-proof containers has been debunked by Consumer NZ, as they blasted Fonterra’s marketing of their opaque bottles.
Launched by Fonterra four years ago as its biggest product innovation yet, the dairy company claimed the opaque bottles used on its Anchor brand milk protected Vitamin B2 and Vitamin A from sun damage.
Fonterra claimed this light protection has nutritional benefit.
"You create a 100 per cent light proof milk bottle, locking in the goodness and keeping your milk tasting fresh and delicious," a Fonterra ad claimed.
But Consumer New Zealand tested five trim milk brands: Anchor, Home Brand, Meadow Fresh, Pams and Signature Range, and found there is almost no difference in the nutritional value of opaque bottles, compared to any other milk.
"It's probably actually misleading that Fonterra have actually been saying this about their Anchor brand," Consumer NZ chief executive Sue Chetwin said.
Fonterra says Consumer NZ has got it wrong and is standing by its product.
"Since we've launched we've never claimed that our milk is nutritionally superior to other milks. Most of them when they're filled they're pretty similar right," Fonterra Brand NZ’s Olaf Van Daalen said.
"What we're saying is we'll preserve the integrity of our product right throughout its shelf life.
"It's the only product on the market that can make sure that the milk tastes as good as the day we filled it throughout its shelf life, and we believe that's worth a premium."
However, Fonterra has now changed its marketing to reflect the bottle’s affect on flavour, rather than making nutritional claims.