A BrewDog advert claiming its fruit-flavoured beers can be considered “one of your five a day” has been banned by the Advertising Standards Agency.
As part of a marketing email that was sent out to customers back in July promoting beers with names such as ‘Pineapple Punch’, and ‘Lost In Lychee & Lime’, popular brewery BrewDog claimed the drinks could be considered as “one of your five a day”.
But after someone complained to the Advertising Standards Agency (ASA) that the phrase was considered wrong and misleading, the advert has now been banned, reports The Manc.
The ASA said consumers “would not expect advertisers to include such claims”.
Image: ASA
Addressing the complaint and confirming the banning of the advert, the ASA said: “The ASA acknowledged that the subject heading ‘one of your five a day’ might be interpreted by some consumers as a humorous nod to the fruit-flavoured beers featured in the body of the email.
“However, because the claim referred to well-known government advice on health and wellbeing, we considered that, in general, consumers would not expect advertisers to include such claims unless the advertised product was recognised as meeting the requirements of that advice.”
Image: BrewDog
The ASA added that many consumers would be aware that some craft beers contain an unusually high amount of fruit, but in general, they would be uncertain as to whether this would be counted as a portion.
Because of the this, the advert has been banned and must not re-appear in its current form.
BrewDog then agreed in response to the ASA ruling the advertised beers did not count towards a consumer’s five a day.
Image: BrewDog
Yet, the company sarcastically followed this up by admitting the advert was just “tongue in cheek” and only sent out via email to existing customers likely aware of BrewDog’s “playful” marketing style, believing they would generally understand that alcoholic beverages are not equivalent to portions of fruit or vegetables.
“We respect the ASA’s decision and are happy to confirm that beer is not a fruit or a vegetable,” a spokesperson for BrewDog said in response.
One of Leeds' most iconic brands is expanding with two city centre openings.
Coffee lovers, you're going to love this one.
North Star Coffee Roasters are one of the early pioneers of specialty coffee in the North of England and among the UK’s first B Corp-certified coffee roasters.
They've been keeping the people of Leeds awake since 2013, and you'll find their coffee across the country as well as at their current city centre locations.
One of their brand-new locations inside the Victoria Quarter will be opening next Monday 1 June.
Their new kiosk will be located outside Jo Malone London and marks the brand’s third site in Leeds.
Images: The Hoot Leeds
To celebrate the launch, North Star will be giving away 50 free coffees a day from Tuesday 2 June until Friday 5 June - a total of 200 free drinks across the opening week. Customers will be able to claim any coffee from the menu, with one free drink per person available on a first come, first served basis, each day.
Their other new site is expected to be on Great George Street, and we'll keep you updated with any news on that one as and when we know more.
Speaking about the opening, Holly Kragiopoulos, Co-founder of North Star, said: “Opening a third site in the centre of Leeds feels incredibly special for us. Leeds has always been at the heart of North Star, so being able to bring our coffee into Victoria Quarter is a huge milestone.
"We wanted to celebrate by giving something back to the city and welcoming both loyal regulars and new customers with free coffee throughout our opening week.”
Inside Leeds’ new neighbourhood bakehouse from the team behind Silver’s Deli
Clementine Hall
Silver's Bakehouse is finally here, and it's just as fabulous as we'd hoped.
Just when you thought Leeds’ favourite sandwich spot couldn't get any better, they go and open a bakery.
Silver's Bakehouse has opened its beautiful pastel green doors today over in Farsley to queues of excited fans eager to get their first taste.
So, what's on offer at Silver's Bakehouse?
Images: The Hoot Leeds
Well, as masterminds of the almighty sandwich you'll be happy to know you can still get one here. However, their iconic sub sarnies have had an Italian makeover and are now served in fresh, springy sourdough which is baked onsite.
Elsewhere on the menu you'll find brown butter buttermilk brownies (try saying that three times), a range of delicious cookies, sausage rolls, soft amaretti biscuits and Dark Arts tiramisu.
There's also a fab selection of Italian drinks on offer in a swanky new fridge, as well as a coffee menu so you can pick a brew to go hand in hand with your chosen baked good.
Images: The Hoot Leeds
The interior is just as gorgeous, complete with yellow walls, red tiles and a mirror hanging above the baker's table so you can really see all the magic happen.
And trust us, it is magic.
There's a couple of benches outside so you can plonk yourself in the sunshine to enjoy your sarnie, which is what we'll be doing in this glorious bank holiday sunshine.
Images: The Hoot Leeds
You can really tell this is a proper labour of love, and Chris and the team have done a cracking job of keeping that Silver's spirit in there.
Go and say hello to congratulate them on this fabulous new opening, it's a great addition to Farsley and the Leeds foodie scene.
The Hoot -
7th December 2022 
