ASA accuses Nutricia of making health claims for infant formula

The case concerned a Cow&Gate Baby Club ad that played in May 2021 before episodes of the British comedy podcast ‘Sh**ged, Married, Annoyed’, hosted by married couple Chris and Rosie Ramsey.

Podcast ad content

The advert was a conversation between the couple that went like this:

Chris: “OK Rosie, so I don’t think our dear listeners have heard enough about our experience with formula milk just yet. So how about for this week’s sponsor we ramp it up a bit and provide them with some quick firequick-fire education. Right let’s go then. What’s this week’s sponsor?”
Rosie: “This week’s sponsor is C&G Baby Club.”
Chris said: “And what do I need to know?”
Rosie said: “You need to know that there’s a fast growingfast-growing trend around the world for formula milks made with A2 protein milk and the trend is coming to the UK.”
Chris said: “Fantastic, sounds science-y. What is A2 protein milk and what makes it so special?”
Rosie replied: “Here comes the science. You know regular cow’s milk, well, it’s not that. Regular cow’s milk contains two key types of protein called A1 and A2 beta casein. A2 protein milk comes from special cows that naturally produce only the A2 beta casein. It’s a simple as that.”
Chris asked: “What’s the difference?”
Rosie replied: “Well, it appears to all be in the digestion, Christopher. Initial studies on adults show that A2 protein milk may be easier to digest than regular cow’s milk. This might sound new to you, but C&G Baby Club shared that thousands of years ago all cows naturally produced only A2 protein milk.”

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