The Bombay High Court has asked Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets Amul ice cream, to stop telecasting its television advertisement showing the ‘difference between ice creams and frozen desserts’ with immediate effect.
The court found the advertisement disparaging the ‘frozen desserts’ category. The court further declined GCMMF’s request to grant any stay on the order. A copy of the court order is awaited.
The GCMMF has since March 4, 2017 been airing a television commercial of Amul ice cream that makes statements about frozen desserts. Rivals say the ad is factually incorrect and creates apprehensions among consumers about frozen desserts.
Hindustan Unilever Limited (HUL) had filed a case on March 21, 2017 in the Bombay High Court seeking immediate removal of what is called the “misleading Amul ice cream advertisement”.
Kwality Wall’s sells both Ice Creams and Frozen Desserts in India and claims that its range of Frozen Desserts and Ice Creams contain milk solids/milk just like any other Ice Cream. The brand clarified that its range of Frozen Desserts do not contain Vanaspati or Dalda. According to the company, the only difference is that Frozen Desserts use vegetable fat instead of dairy fat, which actually makes Frozen Desserts healthier as they have lower saturated fat and do not have cholesterol.
Commenting on the court’s decision, Sudhir Sitapati, Executive Director, Refreshments, HUL, said, “We are pleased that the honourable Bombay High Court while injuncting Amul’s advertising has agreed with HUL’s contention that Amul’s advertising is false, misleading consumers and disparages frozen desserts. Kwality Wall’s products are made with milk/milk solids and do not contain vanaspati. In fact, our frozen dessert products use milk without cholesterol to offer healthy and exciting choices to consumers.”