oss Abbott's launch
of the "new" Similac has Mead Johnson at a disadvantage.
In a law suit filed in Ontario courts, Mead Johnson wants to force
its major competitor to cease advertising its product as "providing
benefits similar to mother's milk." Court documents submitted
by Mead Johnson say the Ross claims are false and misleading.
Breastfeeding experts couldn't agree more. Abundant evidence show
such product claims are bogus and intended to deceive pregnant
women and new mothers in order to boost the bottom line. Mead
Johnson's display of concern, however, is self-serving. After
all, it was only a year ago that INFACT Canada submitted a complaint
to the Competition Bureau requesting that Mead Johnson pull its
claims of "modeled after mothers milk."
Furthermore, court documents submitted by the two rivals reveal what INFACT Canada has consistently stated: the blatant disregard for the World Health Organization International Code of Marketing of Breast-Milk Substitutes, which bans companies from advertising directly to pregnant women and mothers. According to Ross spokesperson, Jeffrey Smith, "[There] has been an increasing emphasis on consumer promotion by the participants in this market," while yet another Ross spokesperson, Mario Lebrun, claims that Ross adheres to the International Code, "We support the principle and the objective of the WHO Code."
While lies and contradictions are flung, both contenders felt the need to take their case to health professionals across Canada. During July letters declaring "as someone who cares about infant health and nutrition as much as we do" landed on some seven thousand medical desks, Mead Johnson self-righteously declared, "...the most alarming concern is that, although there is no scientific basis for such claims, mothers believe them to be true." Not to be outdone in the PR game, Ross responded with more science fiction, "Our business is built on trust, and we assure you that you may trust in Similac Advance and the benefits we have ascribed to it."
Stay tuned. They'll be back in court on September 30.