Following the Commissions show cause notice, the company submitted an undertaking to unconditionally remove the claim of 100%

pure from all labels as well as print and electronic advertisements.

ISLAMABAD: The advertisement claim made by Fresher Juice of being 100% pure is misleading and in violation of the Competition Commission of Pakistan (CCP).

A CCP bench comprising of Chairperson Rahat Kaunain Hassan and Member Shahzad Ansar issued the order against Al-Hilal industries on Thursday. The Commission had earlier issued a show cause notice to the juice manufacturer for advertising its product Fresher Juice to be 100% pure while the ingredients printed mentioned included added sucrose and acidulant. The company admitted to have used fruit pulp reconstituted with water sucrose, acidulants and vitamin C, which contradicts the claim of purity. The advert misleads consumers into thinking that Fresher Juice is 100% pure when it is just like any other packaged juice or nectar with additives, says the CCP statement. Following the Commissions show cause notice, the company submitted an undertaking to unconditionally remove the claim of 100% pure from all labels as well as print and electronic advertisements. As part of the CCPs crackdown on misleading advertisements by juice companies, the CCP also warned the manufacturer of VIVO Juice, Six-B Food Industries, for

advertising 100% fruit inside while the ingredients at the back of the bottle included sucrose, acidulant, vitamin C, artificial flavour and food colour. Six-B Food industries voluntarily submitted an undertaking on stamp paper regretting the violation and removing the claim of 100% fruit inside from all print and electronic advertisements. The bench emphasised the need for the undertakings to say what they mean and show what they sell while marketing their products in order to prevent deceptive practices. Keeping in view the cooperation extended, CCP did not impose any penalty for the committed violation. However, the undertakings are reprimanded to ensure more responsible behaviour in the future with respect to marketing of their products. It was also held in the order that if there are other undertakings carrying out deceptive marketing of similar nature they need to be proceeded against in order to rectify such conduct; failing which, the Commission shall take a stricter penal action. Published in The Express Tribune, July 20 th, 2012.
Background: The product that we have chosen is Fresher. The parent company of Fresher is Al-Hilal industries. Al-Hilal was established in 1960 and they launched their first production in 1962 that was Sultan Banaspati cooking oil and after about 40 years they have now shifted in production of juices. The main policy of Al-Hilal industries is PULL policy rather than PUSH policy that is they want to place their product on shelves first, they want maximum placement and then advertise their product. They have placement is Lahore, Karachi, Islamabad, Faisalabad and Multan. They want focus branding as their main focus is on group A people. Al-Hilal doesn't compromise on quality as per its name Hilal means pure and in near future they are planning to launch water called Blue, rapsel oil and carbonated fruit drinks called kooler. Introduction: Fresher is a new product launched by Al-Hilal industries on 15th December 2008 after 2 year planning an surveying. The reason for naming the juice Fresher is that since it is a fruit juice and fruits are always fresh. The punch line of Fresher is "Juice

CCP bans advertisement of Fresher Juice

Staff Report/Islamabad

The Competition Commission of Pakistan (CCP) has passed an order against Al-Hilal Industries for advertising its product, Fresher Juice to be 100% pure without having reasonable basis and misleading the consumers, which amounts to deceptive marketing practices under Section 10 of the Competition Act 2010. A CCP bench comprising of the Chairperson Ms. Rahat Kaunain Hassan and Member Mr. Shahzad Ansar issued the order. The Commission had earlier issued a show cause notice to Al-Hilal industries for advertising its product Fresher Juice to be 100% pure while the ingredients printed at the reverse side of the pack included added sucrose and acidulant. The company admitted to have used fruit pulp reconstituted with water sucrose, acidulants and vitamin C and it was held that the claim of 100 % pure juice cannot be justified as it lacks reasonable basis and misleads consumers into thinking that Fresher Juice is 100% pure when it is like any other packaged juice or nectar with additives. Following the Commissions show cause notice, the company submitted an undertaking to unconditionally remove the claim of 100% pure from all labels as well as print and electronic advertisements of the product Fresher Juice. As part of the CCPs crackdown on misleading advertisements by juice companies, the CCP also warned Six-B Food Industries for advertising 100 % fruit inside their product VIVO Juice while the ingredients at the back of the bottle included sucrose, acidulant, vitamin C, Artificial Flavor and Food Colour. Six-B Food industries voluntarily submitted an undertaking on stamp paper regretting the violation and removing the claim of

100% fruit inside from all print and electronic advertisements. The Bench emphasised the need for the undertakings to say what they mean and show what they sell while marketing their products in order to prevent deceptive practices. Keeping in view the cooperation extended, the CCP Bench, did not impose any penalty for the committed violation. However, the undertakings are reprimanded to ensure more responsible behaviour in the future with respect to the marketing of their products. It was also held in the order that if there are other undertakings carrying out deceptive marketing of similar nature with respect to juice products they need to be proceeded against in order to rectify such conduct; failing which, the Commission shall take a stricter penal action. - See more at: http://www.corporateambassador.net/Page69.htm#sthash.rzjWlaKI.dpuf

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FRESHER JUICE NAHI, FRUIT HAI YEH

by Zaira Rahman Industry News Tags: Shezan, Strawberry, Tang, tv, Vivo

Juices have become really active now as the summer season sets in. And the intake of juices will rise with the scorching heat. The options to choose from have obviously increased with the already established juices from Nestle, Haleeb, Shezan, Tang etc being very much there. But there are other brands too in the market with Minute Maids Puply Orange and Mango Splash, Fresher Juices , Vivo, Anytime and a few others.

Tang, Minute Maid, Fresher and Shezan are already quite heavy on ATL. Some also maintain presence on BTL. Fresher, however, is one brand (launched by Al-Halal industries) that is being liked by many because of its pure juicy taste. It is available in 500 ml bottle in four flavors Mango, Strawberry, Orange and Guava.

It was quite active in print medium for a long time and now is also visible on TV, Radio and Outdoor. As for their tvc, the main attraction is the model Mehreen Raheel but the over all look and feel of the ad and how it is executed is not that impressive. The seductive looks are a killer and one ends up asking himself if it really was required at all.

And then the way it is saidJuice Nahi, Fruit Hai Yeh is just the perfect ending to the seductive tales of Fresher Juice But it sure is worth trying once because of the fruity edge.

Juices are always liked by every one no matter how old they are. With the advent of summer obviously the intake of juices will be very high. One can find many juices in market, like juices from Nestle, Haleeb, Shezan etc. I have tasted almost every juice that is there in the market, but if you want to have a juice that is real fruity in taste then you must try Fresher. Fresher juices are a product of Al-Hilal industries. Its a Pakistani company who has launched its juices some time back. The flavors that are available in Fresher are Mango, Strawberry, Orange and Guava. Made from real fruit nectar taste of the juice is like real fruits as the ad says, Juice nahin, Fruit hai yah.

As compared to other juices like Nestle, Shezan etc, Fresher maintain its unique and fruity taste. The ingredients are Purified water, fruit pulp, sucrose, Acidulent and Vitamin C. Fresher is only available in 500ml litter bottle. With the bottle you have a tag which gives the complete information about the fruit, like its origin, where it is cultivated in Pakistan, and what climate is suitable for the specific fruit. They also give a detailed overview of all the nutritional values the juice carries. Though the juice is really nice but its not properly advertised. The televisioncommercial (TVC) of Fresher Juice is backed up with strong celebrity endorsement (Mehreen Raheel) and perfect execution. Theme of the ad is nice but creativity is lacking behind. To compete in this market they must go for heavy advertisement. As long as the Al-Hilal website is concerned, its so dull and has nothing but a blank page with no information. I would recommend that they badly need to improve their website. So in this summer Freshen-up with the flavors of Fresher. You will like it!!