Ethics in Marketing

1. WELCH’S FRUIT SNACK MARKETING

2. SITUATION
• Welch’s Food, Inc., the makers of Welch’s Fruit Snacks, said their
offerings contained real fruit.
• Now two mother’s are suing Welch’s Food, Inc. for making deceiving
packaging.
• “Welch Foods has deceived shoppers by engaging in a deceptive
marketing campaign to convince consumers that Welch’s Fruit Snacks
contained significant amounts of the actual fruits shown in the
marketing and on the labeling of the products, were nutritious and
healthful to consume, and were more healthful than similar products,”
 Quoted by the two mothers suing Welch’s

3. FACTS
• Welch’s Food isn’t the only company to receive suffer
repercussions for allegedly misrepresenting the nutritional
value of its products.
• ConAgra, Chef Boyardee, Kashi etc.
• A study conducted at the University of Houston last year
showed that healthy buzzwords — like “gluten free,”
“organic,” “natural,” whole grain,” and “antioxidant” —
distract from the actual nutritional information and help
convince shoppers that products are healthier than is true

5. QUESTIONS
• Is the use of “fruit” on the front of the packaging without disclosure
about how much of the food actually contains that ingredient ethical?
• Is it ethical for Welch’s or any company to have such deceiving
packaging?
• Is using words like “gluten free” “organic” etc. to distract customers
from other facts ethical or just good marketing?
• Is it the responsibility of the producer or the customer to make sure
the public knows what they are eating.
• Should there be laws preventing deceiving packaging and marketing?

6. SOURCES
• http://www.couponclipinista.com/2015/06/free-welchs-fruit-snacks/
• http://thinkprogress.org/health/2015/09/30/3707503/welch-lawsuit-fruit/
• http://www.uh.edu/news-
events/stories/2014/June/061314foodmarketingstudy