‘Inappropriate’ toddler chocolate drink pulled

Posted by Nicole Eckersley on 10th June 2010

Baby food group Mead Johnson is to pull a chocolate drink for toddlers amid concerns the product was inappropriate amid the debate over child obesity. The company said it would discontinue its Enfagrow Premium chocolate beverage after “misunderstanding and mischaracterisation” of its use.

“Like all our Enfagrow Premium products, the recently introduced chocolate-flavored version has a superior nutritional profile to many other beverages typically consumed by toddlers – including apple juice, grape juice, and similarly flavored dairy drinks,” the company said.

“Unfortunately, there has been some misunderstanding and mischaracterization regarding the intended consumer for this product and the proper role it can play in a child’s balanced diet. The resulting debate has distracted attention from the overall benefits of the brand, so we have decided to discontinue production of Enfagrow Premium chocolate toddler drink and phase it out over the coming weeks.”

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