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 the city's best independents is expanding into a bigger premises.
Shokupan on Wellington Street is a proper little gem that food-lovers across Leeds will rave nonstop about if given the opportunity.
Husband and wife team Alan and Alison took inspiration from trips around the world to bring a taste of Japan to the city and over the past few years it's gained a loyal following.
They're famed for their delicious Japanese sandos made with pillow-like fluffy shokupan bread, stuffed with everything from crunchy chicken katsu and flavourful pork to fresh strawberries and whipped cream.
But it's not all just about sandwiches, they also serve rice bowls and katsu curries as well as small bites such as chicken karaage and octopus balls.
Their food is so bloody good, that they've had to find a better location and this time it's slap bang in the city centre on Central Road.
And they're joining brilliant company too, with the likes of House of Koko and Vinyl Grounds as neighbours.
Announcing the very exciting news to Instagram, Shokupan said: "You guessed right…we are moving to Central Road, LS1 6DE. We are nearly there…
Images: The Hoot Leeds
"All the building work is complete and now we are finishing off the decorating. You might also start to see some signage appearing over the next few days…It has been lovely seeing some of our customers dropping by to see us whilst we slowly lose our sanity.
"Powered on caffeine and determination! Not long to go before we can announce our opening date and welcome you through the doors."
We can't wait to check out the new space, keep an eye on their opening date here.
Cult favourite burger chain Burgerism is officially coming to Leeds this August
Clementine Hall
An award-winning burger chain is coming to one of Leeds' suburbs.
If you don't know Burgerism, then get to know.
The Manchester-based burger chain is known by many for its incredible smash patties and quick, reliable service.
Their concept is simple: good burgers made with quality ingredients and cooked fresh to order. Delicious.
And it's not just burgers, they've also got some great wings and fries available too with a range of homemade sauces on offer for dunking, drizzling and devouring. We're a particular fan of the buffalo wings with their garlic ranch dip.
The chain used to have a dark kitchen on the outskirts of the city where people could order via Deliveroo, however this closed down and since then there's been a Burgerism-shaped hole left in our foodie scene.
Image: The Hoot Leeds
Burgerism recently applied to move into a vacant shop unit in Meanwood at 605 Meanwood Road, seeking change-of-use planning permission for the former Papa Johns site which was previously only allowed to serve...well, pizzas.
And the plans have now been approved, which means Burgerism will officially be coming to Leeds. Hurray!
Burgerism's new takeaway will be walking distance from the The Meanwood Tavern, perfect for those looking for some post-pint burgers.
It will be strictly takeaway with no dine-in option available.
The brand-new Burgerism will employ 15 people from the local area with food being served between 11am and 11pm.
We'll keep you up to date as and when we find out more, but for now we're aware that Burgerism Leeds is set to open this August.
The Hoot -
7th December 2022 
