The Portman Group has upheld a complaint against Anheuser-Busch InBev’s RTDs brand BeatBox in the UK that suggested the drinks could appeal to children.
According to the self-regulatory body, a member of the public voiced concerns the drinks “could appeal to children due to the ‘bright, fun imagery’ and ‘juice-box format'”.
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AB InBev struck a deal to acquire a majority stake in US-based BeatBox towards the end of last year.
The complaint concerned BeatBox’s Blue Razzberry, Fruit Punch, Juicy Mango and Orange Blast flavours.
The Portman Group upheld the grievance, ruling the products breached two rules: one that prohibits a drink or its promotional material from appealing to under-18s and another that states “the alcoholic nature of a drink should be communicated on its packaging with absolute clarity”.
In its decision, a panel said a Tetra Pak bottle format was associated more with soft drinks targeting adults and children in the UK market, this on its own would not make a product appeal to underage consumers.
However, the panel concluded that, when taking in “the broad overall impression conveyed by the products”, factors such as the typography of the BeatBox brand name, the “novel style packaging”, and “sweet fruit flavours” of the drinks, had built “an overall impression that had a particular appeal to under-18s”.
Rachel Childs, the chair of the The Portman Group’s independent complaints panel, said: “The 330ml Tetra Pak is a relatively new packaging format in the UK for alcohol products and while the code does not seek to stifle innovation, producers must be cautious when being one of the first to utilise a packaging format that is more commonly associated with soft drinks.
“While it is always important to consider each design element in isolation, it is equally as important to consider the overall impression of how such elements may combine to create a particular appeal to under-18s.”
A spokesperson for BeatBox said the group respected the decision.
They added: “Although we dispute the panel’s conclusions, we have collaborated with Portman Group to modify the packaging. We always strive to comply with applicable codes and will ensure that we are in alignment with the decision.”
Childs added: “The panel welcomes the producer’s willingness to work with the Portman Group’s advisory service to make changes to the product range.”
