Ad ruling hits Kendal firm’s marketing of Kendamil infant formula
A private advertising watchdog in the United States has told Kendal-based Kendal Nutricare to withdraw or amend several promotional claims about its infant formula Kendamil, after a complaint from rival manufacturer Abbott Laboratories.
The decision, issued last week by the National Advertising Division (NAD) of BBB National Programs, concluded that Kendamil had not proved its product delivers better nutrition or is measurably closer to breast milk than competing formulas.
While the NAD accepted that whole milk is a main ingredient and that this adds natural milk fat, it said the company had failed to demonstrate that those features make Kendamil superior to other infant milks. The watchdog ordered Kendamil to stop claiming rival formulas lose “natural milk fats and important nutrients,” and to remove advertising saying there are “No skimming, no shortcuts, and no unnecessary ingredients.”
“comply with NAD's recommendations.”
The panel also took issue with direct comparisons to breast milk. Although the NAD recognised there are some similarities between whole milk fat and breast milk, it found no evidence that those similarities confer better nutrition to infants. As a result, Kendamil must stop asserting its whole milk keeps fats closer to breast milk.
Specific claims the NAD rejected
- Unproven assertions that Kendamil is nutritionally superior to other formulas.
- Comparisons implying Kendamil is closer to breast milk in a way that benefits infants.
- Charts comparing fat content with competitors that the NAD found misleading.
- Claims that its three human milk oligosaccharides (HMOs) support immune health without adequate evidence.
- Ambiguous use of date claims such as "Est. 1962" and "60 years of experience" without clarifying the reference to factory history rather than the current product.
The NAD did uphold factual claims that whole milk is a primary ingredient and that it contributes natural milk fat, but drew a distinction between ingredient statements and broader superiority claims.
What this means for Kendal Nutricare
Kendal Nutricare, which makes Kendamil, has said it will comply with the NAD's recommendations. The NAD operates as a voluntary industry mechanism; it is not a court or government regulator, though it can refer non-compliant firms to official authorities.
The decision follows a challenge from Abbott Laboratories, the maker of Similac. On the same day the NAD’s findings were published, Abbott launched a new product in the US market, Similac 360 Total Care Made With Whole Milk, which it said has a fat blend closer to breast milk and includes a five-HMO formula with claims about immune, brain and digestive support. The NAD’s review did not assess Abbott’s claims or product.
Summary of NAD findings
| Claim area | NAD finding |
|---|---|
| Whole milk as ingredient | Upheld |
| Nutrition superiority over competitors | Not proven — rejected |
| Comparisons to breast milk | Not substantiated — rejected |
| HMOs supporting immune health | Insufficient evidence — rejected |
| Date/experience claims ("Est. 1962" / "60 years") | Must be clarified to refer to factory/history |
For Kendal the ruling is a reminder that companies based here operate on a global stage and can be subject to scrutiny from overseas bodies. The town has a long industrial and manufacturing history, and businesses such as Kendal Nutricare are visible locally employers as well as national brands. Any changes to marketing strategy may affect how the product is sold and promoted internationally, though the NAD’s decision does not itself ban sales.
The NAD’s rulings are advisory within a voluntary framework, but they are widely followed within the advertising sector and failures to comply can be referred to regulatory authorities. For now, Kendamil will need to revise its advertising claims in line with the NAD’s directions and ensure any comparative or health-related statements are supported by evidence.
Local shoppers, health professionals and retailers supplying infant formula will be watching how the company implements the changes and whether further scrutiny follows from other industry bodies or regulators.
