NEW YORK — The National Advertising Division has determined that claims made by a company manufacturing almond milk are “puffery” and “don’t require substantiation.”
The NAD is recommending that Blue Diamond Growers, the maker of Almond Breeze, to discontinue the claims that the brand is the only almond milk made with Blue Diamond almonds.
The case was challenged by WhiteWave Foods, the maker of Silk almond milk.
The National Advertising Division said the claims in question included:
- “Maybe Almond Breeze tastes so good because it’s the only almond milk made with California-grown, Blue Diamond almonds.”
- “The best almonds.”
- “The best almonds make the best almond milk.”
According to The National Advertising Division, WhiteWave said that the claims made in Blue Diamond commercials for Almond Breeze almond milk are “unsupported comparative claims that communicate to consumers that the taste and quality of Almond Breeze is superior to other almond milk brands.”
Blue Diamond said it sells its almond base to its bulk-purchase manufacturing partners. However, Blue Diamond said none of the manufacturing partners use this almond base to make private-label almond milks.