Hipp tricks the sugar child tea

From the market taken granules for children's fruit tea on subsidiary in the offer

08/01/2013

After the massive criticism of the consumer protection organization Foodwatch, the manufacturer Hipp had withdrawn his instant powder for children's tea, which consisted of more than 90 percent sugar, from the market last year to protect their reputation. However, the criticism does not prevent the company from continuing to sell the product through a subsidiary, Foodwatch reports in a recent press release. „For Bebivita, a wholly-owned subsidiary, Hipp has apparently overruled his own standards“, so the charge of consumer advocates.

According to Foodwatch, instant infant fruit tea contradicts „All common dietary recommendations and is also provided with an additive, the Hipp itself as dental harmful designated.“ In a letter, the company boss Claus Hipp was asked to stop the products. With the sale of the fruit teas of granules, which consists of 94 percent sugar, through the subsidiary Bebivita, the company violates the often postulated own claim, „child-friendly“ and „healthy“ Offering products for children criticized Foodwatch. So should kids „According to all common dietary recommendations, drink tea only unsweetened.“

Bebivita children's tea with high sugar content and tooth-damaging citric acid
Not only the high sugar content of the children's tea, but also contained there „Acidifier Citric acid (E 330), which is not used by the brand Hipp with reference to health reasons“, is highly critical in the view of the consumer organization. In public, the company Hipp boast that its products „no harmful toothpaste citric acid“ contained, but „At Bebivita these concerns obviously do not apply“, complain the consumer advocates. Since most customers may not have been aware that Bebivita is a subsidiary of Hipp and can be found on the labels no indication in this direction, Hipp had to fear, however, no image damage. An important aspect, as the reputation as a quality brand with products based on mostly organic ingredients is an integral part of Hipp's marketing strategy.

Hipp tea tea winner of the Golden Garb Bag 2012
Hipp's reputation as a manufacturer of high-quality baby food and infant nutrition already suffered considerable damage in 2012, after Foodwatch had detected an extremely high sugar content in the granules for children's tea. „Within days, 10,000 consumers had already signed a complaint email to the company“, reports Foodwatch. With far more than 40,000 votes, the product was voted Consumers Next to the 2012 Golden Puff, a negative award for the year's boldest advertising lie of 2012. The company quickly recognized what was at stake here and removed the sugar granulated teas from the market. „Since the end of the year, in fact, simple teabags without added sugar are available as substitutes“, reports Foodwatch. However, the old sugar tea under the name Bebivita will continue to be sold.

For some products, Claus Hipp would rather not use his name
„So there are products for which Claus Hipp does not want to stand by his name - which he simply sells under the name Bebivita“, that's the conclusion of Foodwatch. In fact, Bebivita's standards of quality differ from those of the mother brand Hipp. The much cheaper products have by example not the claim of organic farming. But such a high sugar content or the use of tooth-damaging acidulants can be justified in the opinion of the consumer advocates in any way. It is clear that tea does not need any added sugar - „It does not help if Hipp compares to apple juice or lemonade“, reports Foodwatch. The news magazine „mirror“ Quotes foodwatch food expert Oliver Huizinga at Foodwatch: „One would like to take it from Mr. Hipp so much that it is not just about profit, but really about the health of children - the product policy at the subsidiary Bebivita suggests rather the opposite impression.“

Explanations of the company
Hipp was also from „Mirror online“ offered the opportunity to comment. In this emphasizes the company, you have, of course „reacted after the increasing discussion about the sugar and current nutritional recommendations.“ The tea range has been adjusted accordingly and, for example, the recommended dosage of Bebivita teas has been halved, which significantly reduces the sugar content in the beverage. The "child tea" as possible should contain no sugar, the company seems to forget. The opinion of the company is also questionable with regard to the proven tooth-damaging citric acid in the Bebivita tea, as it is said that it is still looking for ways to stop using the acidulant in the future. However, this seems to have worked for the Hipp brand for years. (Fp)

Picture: Ruth Rudolph