Lion Group Accuses Milk Rival a2 Of Misleading Advertising

Lion Group Accuses Milk Rival a2 Of Misleading Advertising
SHARE
THIS



As the saying goes, “there’s no use crying over spilt milk”, but there could be plenty of tears in the legal battle between Japanese beverage giant Lion Group and The a2 Milk Company, with the former now accusing its rival of misleading and deceptive advertising.

Lion alleges the representations that a2 milk makes many consumers feel better than they do after drinking regular cow’s milk are false, according to Fairfax, which hits at the core of a2’s marketing, product proposition and scientific and medical research.

Lion is also seeking an order to restrain a2 from using the phrase “Feel the difference” in promoting its milk, as well as damages.

Fairfax said the fresh accusations, which have been filed in the federal court, add to an already heated stoush between the two companies, which all began a couple of years ago when Lion decided to highlight the fact that A2 protein was in its milk by introducing new labelling on its PURA and Dairy Farmers brands, using the words “NATURALLY contains A2 protein” on the front of its bottles, and disclosing on the back of them that its milk “contains A2 protein, as well as A1 protein. Of those proteins, our tests to date confirm that 50 to 70 per cent is A2”.

This caused a2 to file a statement of claim in June over the rights to use the term “A2 protein” on its labels, and alleged that Lion engaged in misleading and deceptive conduct.

Please login with linkedin to comment

a2 Lion Group The a2 Milk Company

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]