NEW YORK – Chobani LLC, Norwich, NY, informed the National Advertising Division (NAD) of BBB National Programs that it will permanently discontinue challenged express claims that its Chobani Complete 5.3-ounce yogurt cup contains 25 grams of protein. The advertiser’s claims, which appeared in video advertisements, were challenged by Danone North America, a competing manufacturer of yogurt products.

During the proceeding, the advertiser informed NAD that it had permanently discontinued the challenged video advertisements and represented that going forward, any new television advertisements about the Chobani Complete line would be clear that it is the 10-ounce shake product that contains 25 grams of protein, rather than all products in the Complete line.

In reliance on the advertiser’s representation that it has permanently discontinued the challenged express claims, NAD did not review these claims on their merits.

In its advertiser’s statement, Chobani stated that it agrees to comply with NAD’s decision although noted that it “does not concede that there was anything misleading” about the challenged advertisements.

The company released its Chobani Complete line in 2020.