- Consumer complaint challenged Liqui Fruit’s “100% fruit juice,” “Nothing But Fruit,” and local sourcing claims.
- ARB upheld “100% fruit juice” wording but found “Nothing But Fruit” misleading.
- Liqui Fruit ordered to withdraw the slogan across all advertising platforms.
A consumer challenged Liqui Fruit’s advertising after visiting the brand’s website, arguing that the company’s bold claims misled the public.
The complaint raised three main concerns: first, that describing the product as “100% fruit juice” was inaccurate because additives were present; second, that Liqui Fruit overstated its commitment to sourcing fruit exclusively from local farms; and third, that the campaign breached provisions of the Consumer Protection Act (CPA).
For many families who rely on packaged juices as part of their daily diet, such claims go beyond marketing. They influence choices about health, affordability, and trust in the brands they bring into their homes.
Pioneer Foods defends its juice
Pioneer Foods, which owns Liqui Fruit, argued that its “100% fruit juice” description is consistent with South African food regulations. Under the Agricultural Products Standards Act and the Foodstuffs, Cosmetics and Disinfectants Act, certain additives such as citric acid and ascorbic acid are permitted in long-life juices without changing their classification as fruit juice.
The company further explained that “Nothing But Fruit” was a long-standing trademark slogan, originally intended to highlight that no vegetables or other non-fruit ingredients were used in its blends. Pioneer Foods also noted that it strives to source fruit locally but conceded that imports are sometimes necessary.
The Advertising Appeals Committee’s ruling
The Appeals Committee took a close look at both the law and the likely impression on the average consumer. It confirmed the earlier directorate ruling that the ARB’s role is limited to applying its Code of Advertising Practice, not the CPA. The committee also accepted that online advertising, including website material, falls squarely within the ARB’s jurisdiction.
On substance, the committee found that the claim “100% fruit juice” is permissible. Consumers, it held, would not reasonably believe the product to be entirely free of permitted additives simply because of that wording. The company therefore acted within the law when using this description.
However, the panel reached a different conclusion on the slogan “Nothing But Fruit.” It found that the phrase was misleading because it suggested that the product contained fruit and nothing else. The committee stated, “Nothing means exactly that – the absence of anything else.”
Since additives are indeed present, even in small and lawful quantities, the slogan created an impression that was not true. The committee ordered Liqui Fruit to remove the phrase from its website, packaging, and all other advertising, in line with Clause 15.5 of the ARB’s Procedural Guide.
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