Arla’s new “finsmör” can be an expensive dairy giant. “Bregott Gourmet” is namely no butter as it is in the marketing. According to the judgment of the Market Court banned now Arla use the word butter on their product.
Arla risk a million crowns in a penalty if they do not stop calling their product “Bregott Gourmet “butter. It may result pursuant to a judgment of the Market. Bregott Gourmet is not ‘butter’ Arla expressed in their marketing, but a “blended spread 80%” notes the Market Court in its judgment.
It is the competitor Unilever sued Arla and the latter has also admitted that it failed in their marketing.
According to EU Regulation 1398/2013, Appendix II, the spreadable fats’ shows that sales description “butter” is reserved for products with a milk fat content of at least 80 percent, which is extracted from milk and / or milk products. “writes the Market.
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Arla” Bregott Gourmet “consists of a mixture of vegetable oils and butter with a fat content of 80 percent, which therefore do not fall under the definition of “butter”.
“in the promotion that took place on arla.se and youtube.com, Arla stated that” Bregott Gourmet “is a” new butter “and” a little finer butter “. According to the Market Court’s opinion, these claims have been designed to be understood according to its wording, and thus given the average consumer the impression that “Bregott Gourmet” is a butter. Arla has not asserted that “Bregott Gourmet” is a butter and it has not otherwise been found that to be the case. … “Writes the Market further in its judgment.
Arla, who believe that Unilever’s lawsuit was unfounded and should not be the basis for a judgment, should now nonetheless account for Unilever costs 162 000.
the judgment prohibits Arla Foods AB to the marketing of margarine mixture “Bregott Gourmet ‘claim that the product is butter. A breach of this means fine of one million crowns.
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