In 2007, Kraft faced a lawsuit from Center for Science in the Public Interest (CSPI) for deceptively marketing their Capri Sun Product as being “All Natural” when in reality it contained ingredients like high-fructose corn syrup. They argued that that the company’s deceptive marketing tricks consumers into thinking the product is healthier than it actually is and it might cause some people to confuse the drink with real fruit juice. They said that although high-fructose corn syrup is no more harmful than other sugars, it is a plainly man-made ingredient.
As part of their crisis communication plan, Kraft was prompt in coming out with a news release on the same day issuing the following statement:
“Kraft Foods has been working for about a year to reformulate its regular Capri Sun beverages and redesign the product’s packaging. The new packaging, which is scheduled to go into production in about two weeks, will say that Capri Sun contains ‘No artificial colors, flavors or preservatives.’ This new product description resonated well with consumers. With this action, the phrase ‘All Natural’ is being removed from the package.”
- Marc Firestone, Executive Vice President, Corporate and Legal Affairs for Kraft Foods Inc.
A few weeks later, Kraft issued another release letting the public know that the crisis had been resolved and CSPI had planned to voluntarily dismiss the lawsuit.
You have some really good ideas in this article. I am glad I read this. I agree with much of what you state in this article. Your information is thought-provoking, interesting and well-written. Thank you.
ReplyDeletewww.imarksweb.org