United States:
Pasta La Vista: NAD Recommends Goya Discontinue "Puerto Rico's Favorite Pasta" Claim
02 May 2019
Hunton Andrews Kurth LLP
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The National Advertising Division ("NAD") has recommended that Goya Foods,
Inc. toss claims that its Excelsior brand pasta is "Puerto
Rico's Favorite Pasta," following a challenge by
Goya's competitor, Riviana Foods, Inc. Riviana, the maker
of Ronzoni pasta, argued that Goya had not substantiated its
"favorite" claim through consumer survey or sales
data. Goya responded that its claim was classic
puffery. NAD disagreed with Goya, finding that
"favorite" is objectively measureable and means a product
is preferred over all others. NAD recommended that Goya
discontinue the claim. Goya stated that it will appeal
NAD's finding.
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