'Fat Free' gelato in Amorino - that's not fat-free at all!

Why would a fat free product need an emulsifier anyway? Their purpose is to compatibilise oils/fats with the aqueous ingredients.

Because some of us are quite happy with "fat free"

HTH

Plain yoghurt can be full-fat, low-fat or fat-free though.

It's not simply saying it tastes like plain yoghurt, it's saying it specifically tastes like fat-free plain yoghurt, but with added fat from the other ingredients, so you can't tell how that's affected the taste, if the fat content of one ingredient in powdered form is indeed indicative of a very particular flavour, as some are arguing on here!

I love that episode!!!

This is why you need to ignore any marketing claims and always check the nutritional info and ingredients. I’m trying to eat more protein, and I’m always shocked at how seldom ‘high protein’ products live up their claim. They are also often far more expensive and loaded with sugar.

I’ve now become that person who looks on the back of every packaged product before putting it in my trolley!

Yes it’s misleading (and quite a weird concept tbh… it probably doesn’t taste like fat-free yogurt by the time it’s been mixed with other fatty ingredients).
While it may seem trivial, this might be a genuine problem for someone with a health condition (gall bladder disease?) who has to limit fat.

It is clearly designed to mislead, agree with you OP

I thought this was going to be about the brilliant Seinfeld episode with Rudy Giuliani where 'fat free' frozen yoghurt causes everyone to gain weight and creates a city wide scandal. Season 5, episode 7 on Netflix, it's hilarious. And they agree with you OP, everyone is furious!

Me too. I would be misled by this claim. It is designed to mislead.

The ad text is clearly carefully chosen to not be technically inaccurate but still give the impression it’s fat free when it isn’t. I don’t think most people would think it’s just a flavour. Shows the intent to be misleading in my opinion. The Deliveroo text is even more misleading (no “made with” etc). Whether the ASA would be bothered I don’t know.

That is misleading. I try to lower my sat fat due to v high cholesterol so labelling of fat is important to me!

Totally irrelevant. Your personal tastes are neither here nor there.

If something is labelled as fat-free, then it should be just that. Same as something labelled gluten-free, nut-free, containing x grams of protein or whatever - that is an absolute state which is measurable. Not one of those terms like natural, low calorie, reduced fat which can mean different things.

I would complain @allchange5 , this is false and misleading advertising.

Gosh you’re really worked up about this. No one describes strawberries as fat free. However fat content for yoghurt is common,

Well because it’s not full fat yoghurt flavoured gelato? That would be misleading,

Plain yoghurt is a flavour. It’s saying it tastes like plain yoghurt. It’s not saying it’s solely a fat free frozen yoghurt, it’s very clearly not.

They are saying that gelato is made with 0% fat yoghurt. The same as the strawberry one is flavoured with strawberries.

But if it's not a nutritional claim, why not say "yoghurt" flavour, particularly as it sounds less tasty if it's the flavour of fat-free yoghurt?

This is where I can't quite follow the logic.

It sounds just as possible that it's a nutritional claim as it does that it's a flavour claim.

0% fat yoghurt isn't a flavour! Yoghurt is a flavour. I would read that as the product itself being fat free, it's really misleading.

Because that is not what they are doing. Its a gelato shop, not a froyo shop.

They are advertising a flavour not a fat content. They are saying that gelato is made with 0% fat yoghurt. The same as the strawberry one is flavoured with strawberries. Sorbet/fruit based products don't contain fat, milk based ones do so no need to highlight it for a fruit one.

Gelato is a lower fat product than ice cream, which makes it more appealing to some people. So, of course it makes sense to make the point that it is flavoured with 0 fat yoghurt. I assume from it being a gelato shop, rather than froyo or ice cream that they have evaluated their core customer segmentation and this is a desired flavour. Personally, I find it bland and tasteless as a result and would not choose it.

So they have put the "0% fat" text in purely to convey that it has "lower flavour", as you say? Why would they do that instead of just saying "yoghurt" flavour? (Genuine question, not meant to be snarky, as can't see the benefit to them!)

The photograph is not misleading because it begs the obvious question 'how much fat free yoghurt and what else is in it.

The Uber Eats menu is misleading but who the fuck gets an ice cream delivered by Uber Eats and what sort of mess is it in when it arrives?

Except that the higher the fat level, the richer and creamier the flavour. This is saying it is a lower fat and lower flavour option than if it was made with a 5 or 10% fat yoghurt. It is yoghurt flavoured gelato, not frozen yoghurt, which OP seems to have thought.

All of their ingredients and nutritional values are clearly listed in store and on their website.

Dick response

It’s OK OP, I’ve heard the UN have just convened an emergency meeting to sort this. They’ll probably deploy a peacekeeping force to the gelateria in the first instance, so watch this space.