Kauai withdraws grass drink ad

The Kauai chain of juice outlets says it has removed all advertising for a wheat grass drink that allegedly contains liquid oxygen and detoxifies body cells.

The move follows a complaint to the Advertising Standards Authority (ASA) by a member of the public.

The in-store advertising claimed that one "shot" of the drink had the nutritional value of over a kilogram of spinach or broccoli.

It also claimed it "enriches the blood and feeds your whole body as the liquid oxygen in the chlorophyll has an immediate effect", and that it "detoxifies cells by removing acids and toxins".

Unsubstantiated claims

The ASA said in a ruling published this week that in response to the complaint that the claims were unsubstantiated, Kauai had said it had removed those advertising boards from all stores. Kauai had said it was collating evidence to substantiate the ad.

The boards would stay down until the ASA had "received and verified the eventual substantiation". - (Sapa, July 2010)