National Advertising Division Finds Certain Kendamil Infant Formula Claims Supported; Recommends Others Be Modified or Discontinued

In a challenge brought by Abbott Laboratories, BBB National Programs’ National Advertising Division determined that Kendal Nutricare Limited provided support for certain claims about the use of whole milk in its Kendamil infant formula. However, the National Advertising Division (NAD) recommended that Kendal modify or discontinue claims regarding the product's nutritional benefits, ingredients, and heritage.

New York, NY, Aug. 31, 2026 (GLOBE NEWSWIRE) -- In a challenge brought by Abbott Laboratories, BBB National Programs’ National Advertising Division determined that Kendal Nutricare Limited provided support for certain claims about the use of whole milk in its Kendamil infant formula. However, the National Advertising Division (NAD) recommended that Kendal modify or discontinue claims regarding the product's nutritional benefits, ingredients, and heritage.

Abbott challenged Kendamil infant formula claims found on Kendamil packaging, its website, as well as digital advertising claims regarding whole milk, breast milk comparisons, human milk oligosaccharides (HMOs), and brand heritage.

Whole Milk Claims

NAD determined that Kendal substantiated its ingredient claims regarding the use of whole milk, finding that whole milk serves as a primary ingredient and contributes naturally occurring milk fat to the formula.

However, NAD found that claims that competing formulas lose “natural milk fats and important nutrients” reasonably conveys that competing formulas are nutritionally inferior. As the record did not establish this or that infants receive superior nutritional benefits from Kendamil, NAD recommended that Kendal discontinue the claim, “Creamy whole milk from European grass-fed cows, sourced from family farms. No skimming, no shortcuts, and no unnecessary ingredients.”

Breast Milk Claims

NAD determined that while the record supports qualified statements concerning compositional similarities between whole milk fat and breast milk, the evidence did not establish that those similarities result in comparative nutritional benefits.

Accordingly, NAD recommended that Kendal discontinue claims that Kendamil’s use of whole milk keeps natural fats closer to breast milk, it provides “natural milk fat instead of relying on vegetable oils,” and “We source creamy European whole milk from grass-fed cows, raised on family farms. No skimming, no shortcuts, just pure, natural whole milk fats…the way nature intended.”

NAD also recommended that Kendal modify or discontinue its milk-fat comparison graphics because they did not accurately reflect the composition of Kendamil or competing formulas.

HMO Claims

NAD determined that Kendal’s advertising reasonably conveyed that Kendamil’s specific blend of HMOs (3'-GL, 4'-GL, and 6'-GL) helps support immune health and that the blend is unique. However, NAD determined that Kendal’s evidence was not a good fit for these product-specific claims.

Accordingly, NAD recommended that Kendal discontinue claims that its HMO blend supports immune health.

Heritage Claims

NAD determined that consumers are reasonably likely to understand unqualified heritage claims including “Est. 1962” and “60 years of experience” as communicating that the Kendamil brand or formula itself has existed continuously since 1962.

Therefore, NAD recommended that Kendal discontinue or modify these heritage claims to clearly communicate that references such as “Est. 1962” and “60 years of experience” refer to the manufacturing facility or production heritage, rather than the age of the Kendamil brand or formula itself.

During the inquiry, Kendal permanently discontinued the challenged exclusivity claim. NAD will treat the discontinued claim, for compliance purposes, as though NAD recommended it be discontinued.

In its advertiser statement, Kendal stated it will “comply with NAD’s recommendations.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and creating fair competition for business.

Name: Jennifer Rosenberg
Email: press@bbbnp.org
Job Title: Media Relations