ASA told Juice Garden Ltd to amend statements like the one that its ‘Bloody marvellous’ beetroot drink could “cleanse the blood”.
The watchdog said this was an unsubstantiated claim under the strict European Union nutrition and health claims regulation (NHCR).
Juice Garden – born in July last year to deliver healthy food and drinks on-demand as fast food alternatives to Glasgow residents – got in touch to say it would abide with the ruling and had communicated with local Trading Standards which had granted a “timescale to remove the content from our website within the week.”
Its slogan – Healthy Is the New Sexy – was not challenged by the ASA. To this end it had hired a consultant to ensure NHCR compliance.
Unsexy: The NHCR
“We do not seek to profit from health concerns, and we are willing to make changes,” the firm told us. “We agree with the ruling, and would never wish to mislead a customer.”
“The content will be removed from our website as soon as practically possible.”
Detox claims were also censored for a kale, spinach, apple and ginger-based drink called 'Leafy Greens'.
In handing in the ruling the ASA noted that under the NHCR “general benefits of a nutrient or food for overall good health or health related well-being were acceptable only if accompanied by a specific authorised health claim.” No such claims existed in these cases.
‘Healthy Is the New Sexy’
Juice Garden fresh drinks and foods can be ordered online and delivered in metropolitan Glasgow in Scotland.
“Our aim is to be the place to turn to in our cities when seeking a healthy alternative, we vow to make being healthy cool again and were simply looking to promote the associated suggested health benefits associated with our ingredients,” the firm said.
Its menu includes organic rye bread sandwiches, soups, salads, raw deserts and Acia bowls.
Its website states: “Botanical means botanical, fresh means fresh, juice means juice! You will not find carton juice at our premises, the value is in the products.”