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How a red velvet cake caused adverts to be half-baked

12 August 2016 - 14:55 By Roxanne Henderson

Thanks to its red velvet cake‚ a local bakery must withdraw all advertising claiming that it produces sweet treats without additives. Cake shop Château Gâteaux recently came under fire when a consumer found that‚ contrary to its claims‚ its products were not as “fine‚ fresh and natural” as it had led customers to believe.Juanita Allison found discrepancies in the bakery's advertising and product labelling‚ and laid a complaint with the Advertising Standards Authority (ASA).On its website‚ Château Gâteaux claims that it is obsessed with food safety and exceptional quality: “All of the products are handmade from scratch in an ISO 22000-certified facility. Where possible‚ we make our own fillings‚ toppings‚ glazes‚ mousses‚ bavarois‚ caramels‚ meringues‚ japonaise … without the use of artificial pre-mixes‚ additives‚ colourants or preservatives.”Allison said‚ however‚ that a closer look at Château Gâteaux's labelling showed that its products do contain additives.She claimed this was a violation of its ISO 22‚000 food safety certification‚ adding that the relevant advertising misled consumers who are conscious of what they eat‚ whether for medical or lifestyle reasons.In response‚ Château Gâteaux admitted that its ads needed cleaning up and that its food safety claims had been true‚ until it introduced a red velvet cake onto its menu.It undertook to amend its advertising.According to ASA regulations‚ the problematic advertising must be withdrawn within two weeks of the date of its ruling on August 1.On Friday‚ Château Gâteaux had not yet made the necessary changes to its website.It must also remove the misleading claims from its Groupon and Eat Out profiles.Château Gâteaux was approached for comment‚ but had not responded at the time of publication. – TMG Digital..

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