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Pet Food News
on July 31, 2009

ASA challenges MPM leading brand claim

MPM Products has been cited by the Advertising Standards Authority for pitting its Applaws cat food brand against Town & Country's HiLife, according to a news report.

MPM Products  has been cited by the  Advertising Standards Authority  (United Kingdom) for an advertisement pitting its Applaws cat food brand against  Town & Country's HiLife , according to a news  report .

Town & Country challenged MPM's charges and asked MPM to prove its claims of Applaws being the leading brand in most UK pet stores.

In its defense, MPM provided data showing sales of Applaws from May 2008 to April 2009 and sales growth in 2008 were greater than the combined sales of three other cat food brands including HiLife, in the second and third leading specialist pet stores in the country.

ASA has rejected the ad, saying the data could not substantiate MPM's "leading brand" claims.

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