HJ Heinz is considering whether to appeal a court ruling in Italy that has banned an advert that compared its products with those from rival Barilla.
A court in Milan has suspended an advert from Heinz that questioned the ingredients in Barilla products. Heinz compared baby food products sold under its Plasmon brand with products sold by Barilla. The US food giant said its rivals’ products contained levels of pesticides and micro-toxins that might violate regulations for food sold to children under the age of three.
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Barilla had described the ad as “sensationalist” and said it mistakenly compared products designed to be eaten by the whole family with Plasmon baby food lines. Last month, Barilla secured an injunction against Heinz, which was upheld on Wednesday (18 January) in a separate hearing.
In a statement after the second hearing, Barilla said it was “satisified” with the verdict. “Barilla expresses its satisfaction with this decree, which confirms the honesty with which it operates and re-establishes the truth of the facts. [Plasmon] compared non-homogeneous products, [which was] defamatory and deceptive.”
Heinz said it would comply with the ruling but was “evaluating the possibility of appealing against the new order”.
However, the company said Barilla had decided to add the phrase ‘for consumers over three years of age’ on its Piccolini range. Heinz said the change was an “important victory for consumers”.
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