Holie’s has triumphed in its legal battle against Lotus Bakeries regarding an advertising campaign initiated by the Dutch cereal startup.
Recently, Belgian multinational Lotus Bakeries, known for its brands like Nakd and Trek, took Holie’s to court, asserting that their campaign violated marketing regulations. Holie’s created a “sugar score” system that grades products from A to C based on the sugar content listed on their packaging.
Products scoring an A contain between 0-5% sugar, B indicates 5-10%, and C represents over 10% sugar. Holie’s specifically highlighted brands such as Nakd and Trek, prompting Lotus Bakeries to seek an injunction to stop the campaign.
Merick Schoute, Holie’s co-founder and CEO, expressed satisfaction with the ruling, stating, “We’re delighted the judge has fully sided with us: we can continue showing that products with appealing claims often still contain a lot of sugar. Of course, this is a victory for us, but most importantly for the consumer. Our goal is clear: honest information on packaging so people can truly make informed choices.”
In contrast, a spokesperson from Lotus Bakeries contended that Holie’s “engages in misleading and incorrect communication.” They added, “We have taken note of the court’s ruling. At Lotus Bakeries, we place great importance on offering responsible products. We believe in the use of natural ingredients, minimizing added sugars, and preserving nutritional value.”
The spokesperson further noted that the Holie’s campaign considers only total sugar content and fails to differentiate between natural and added sugars. Moreover, they claimed that the score neglects other crucial nutritional values such as fiber and protein. “At Lotus Bakeries, we continue to believe in the importance of transparent and accurate information for consumers. Our Nakd bars contain no added sugars, only natural sugars from fruit and nuts.”
