A complaint against three ALDI flavoured ciders has not been upheld by the alcohol industry’s Independent Complaints Panel (ICP).
The complaint, made by a member of the public, raised concerns that three flavoured ciders – Strawberry Laces, Bubblegum and Lemon Sherbet – may particularly appeal to under-18s.
The Panel discussed the confectionery flavours and noted that in previous precedent setting cases it had found that a sweet flavour alone was not enough to constitute a particular appeal to under-18s under Code rule 3.2(h). The Panel reiterated that it is often the combination of multiple elements such as cartoon or sweet images, bubble writing, bright contrasting primary colours as well as sweet flavours that causes packaging to have a particular appeal. Therefore, the overall impression conveyed by the packaging would determine compliance with the Code.
Whilst the Panel did have some concerns about confectionary-flavoured alcoholic drinks in the context of a 330ml slimline can that was also synonymous with soft drinks packaging, it noted that for all three of the products there was an absence of other elements that typically accumulated to create ‘particular’ appeal. For example, the packaging did not incorporate cartoon or sweet imagery, bubble writing, bright contrasting primary colours or characters that may particularly appeal to children.
All three of the products clearly displayed the word ‘Cider’ and prominently positioned the product’s alcoholic strength by volume (ABV) on the front of the can. In addition to this, the back label contained the unit content of the product, pregnancy logo and the UK Chief Medical Officer’s weekly unit guidelines which all clearly communicated the drink’s alcoholic nature as highlighted by the company.
After much discussion when considering the overall impression of the packaging, the Panel concluded that none of the ciders had a particular appeal to under-18s and did not uphold the complaint.
Chair of the Independent Complaints Panel Rachel Childs said: “For all three of these products, the Panel expressed an element of concern about confectionary-flavoured alcoholic drinks in the context of a 330ml slimline can that was also synonymous with soft drinks packaging, which is important for producers to be aware of in future. However, without the combination of other elements on the packaging such as cartoon images and bubble writing, we did not find the overall impression of the products were a breach of the Code and therefore did not uphold the complaint.”
