Dannon sued over probiotic claims

A proposed class action filed in California has accused The Dannon Co of mounting a massive false advertising campaign to convince consumers to pay more for yogurt containing probiotic bacteria because of the products’ health benefits.

The lawsuit says Dannon’s own studies failed to support its advertised claims that its Activia, Activia Lite and DanActive were “clinically” and “scientifically” “proven” to have health benefits that other yogurts did not.
It seeks reimbursement for all U.S. purchasers of Activia, Activia Lite and DanActive, and demands that Dannon engage in “a corrective advertising campaign.”
Dannon spokesman Michael Neuwirth says the company was not aware of the lawsuit but stood by “the claims of our products and the clinical studies which support them.” Dannon, a unit of France’s Groupe Danone, has relied on Activia and DanActive to help boost its US yogurt business.
The lawsuit has cited scientific reports showing, counter to Dannon’s advertising, that there was no conclusive evidence that the bacteria prevented illness or was beneficial to healthy adults — and that Dannon knew this.