«While I’m not surprised, I’m disappointed that Dannon and General Mills (the parent company of Yoplait) are focused on stopping people from having the facts about artificial sweeteners and artificial preservatives,» he said. «This campaign is about giving people truthful and accurate information so they can make more informed decisions about the food they buy.»
Chobani has long aggressively touted its commitment to natural ingredients, but some advertising experts said the new campaign could backfire in light of Chobani’s previous «feel-good,» Team USA image.
«Going negative does feel out of character for the Chobani brand, which has largely been built on positivity and the idea of embracing life, and love,» said Adweek reporter Tim Nudd.
But while any implication that additives in Dannon and Yoplait are unsafe or unhealthful would be wrong, nutritionist and author Brooke Alpert told NBC News that Chobani is making a valid point in the ads.
«For the most part, when in doubt choose the product with the fewest ingredients and the ones that are closest to their most natural form,» she said. «There are plenty of «acceptable» ingredients, but that doesn’t mean you should be eating them.»