Date: 22nd May 2009

A complaint to the Advertising Standards Authority by Blue Chip Feeds Ltd regarding a GWF Nutrition advertisement has been rejected.  The complaint disputed a claim made in the GWF advertisement relating to the cost comparison of Equilibraδ 500 and Blue Chip Original. The advertisement featured a list of comparisons between the advertiser's product and those of two competitors; "Equilibraδ 500 £23.99 £23.99 (equivalent 20kg price: £29.99) TopSpec Comprehensive: £35.95 (+25% per year extra) Blue Chip Original: £40.50 (+80% per year extra)".

Small print, above that text, clarified the basis of the comparison "Price comparison - Costs based on RRP for 1 x 20kg bags (or equiv.) fed to horses over 17.2hh. Details correct at: 01 Jan 2009."

Blue Chip Feed Ltd objected that the ad was misleading, because they believed their product was not 80% more expensive over the course of a year.

In a letter dated 21st May 2009 GWF Nutrition received confirmation from The Advertising Standards Authority rejecting Blue Chip Feed Ltd's complaint, stating:

"We are satisfied that you have addressed Blue Chip Feed Ltd's complaint about the calculation of the saving claim featured in your ad. As the matter is straight forward, we will now close the file on this issue."  GWF Nutrition say they are of course pleased with the outcome and that the advertisement “states their aim to maintain prices where possible, showing Equilibraδ 500 to offer exceptional value, with no price increase since 2007.”

ENDS

For more information please contact:

Tony Hawkins

ahawkins@gwfnutrition.com

Telephone: 01844 279863