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U.K. to Nestle: Stop marketing Nesquik as healthful breakfast option

Advertising regulator tells Nestle to stop marketing Nesquick as a healthful breakfast option in the U.K.

December 24, 2015

There will likely be at least a few U.K. children unhappy about breakfast going forward as the country's regulatory agency overseeing advertising has decreed Nestle's claim that its Nesquik hot chocolate is a great way to kick off the day isn’t accurate.

In fact, the Advertising Standards Authority called the ad and marketing slogan "irresponsible," according to a CNN Money report. The authority's decision follows an investigation spurred by complaints from a children's advocate organization called Sustain. The group lobbies for healthier food options and targeted Nesquik for having high sugar levels.

The product tagline was being used in Nesquik's campaign with global retail leader Walmart. The ASA stated the ad encouraged poor nutrition and should not have appeared.

Nestle told the BBCit was disappointed in the advertising agency’s determination but will remove the tagline from advertising campaigns.

"As a responsible manufacturer and to remove any ambiguity in future, we will no longer use the statement: 'For a great start to the day!' in our UK advertisements," Nestle told the BBC.