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

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I realise this is hardly a world crisis but...

Does anyone know the gelato place 'Amorino' (there are a few in London, not sure if it's nationwide though)? They have a whole range of gelatos and sorbets - one of which is labelled as "100% fat free yogurt."

AIBU to expect this to be what it purports to be - ie. 'Fat free yogurt?'

As it turns out, it's not 'fat free' at all. Rather, less than 10% of it is 'fat free yogurt powder.' The rest is basically full fat milk and whatever else is in all the other gelatos displayed in this shop.

On this basis, they may as well advertise the strawberry or mango or any other fruit varieties of their gelato as 'fat free' - on the basis that fruit is fat free.

Again, not a world crisis, but I'm surprised they can get away with advertising something as 'fat free' when actually there are about 9g of fat per 100g. Don't trading standards have laws around this type of false product description? No nutritional info is visible in the shop.

Why on earth would anyone want to ear ‘fat free’ gelato? That sounds disgusting. It must be full of emulsifiers, stabilisers & goodness knows what other nasty UPF crap.

Real ice cream for me, please.

Well, there are many fat free frozen yogurts so I would have assumed it was something along these lines?

It looks to me like it's advertised as yoghurt flavour, not actual frozen yoghurt (which wouldn't be gelato).

But less than 10% is actually 'yogurt.' There is probably a higher percentage of strawberry in the strawberry flavour, yet they don't advertise that as fat free, just because strawberries are fat free.

In their fridge, there are about 20 or so varieties of gelato and this is the only one that states 'fat free.' I think most people would assume it 100% fat free frozen yogurt in the absence of any other info.

Interesting - how did you find this out?
There's one near me recently opened (not London) and it's always empty - but it has been cold I suppose.

I think it would depend how it was advertised. I vaguely remember someone raising with some agency (ad standards?) a 80% cocoa icecream like a Magnum because the 80% cocoa referred to the chocolate coating only - but it was dismissed as the customer would reasonably be expected to know that the claim referred to the chocolate only and not the whole product.

But I think in this case most people would assume the 0% fat applied to the whole product, not one aspect of it.

Could try contacting the ASA if you have an example of the claim? You can't contact Trading Standards directly any more.

But they're not advertising the gelato as fat free. They're just stating that it has fat free yoghurt in it, hence the word with.

I also think some confusion op, it is not advertised as fat free, it’s advertised as containing fat free yoghurt. Which is very different.

OP hasn't posted a picture or link so not sure how I can tell how it's being advertised -
Is it the same thing as Scampuss's picture at 11.36?

You can also order it on Uber Eats. It appears in a list of options like this -

For some reason - it's a 'sensitive image' (might load later).

Anyway, the point is, it does not state 'gelato flavoured with 100% fat free yogurt.' Just 'Yogurt 0% fat.'

Again, they could claim the mango is '0% fat' on this basis. But they don't,

In the shop, there are about 20 varieties and this is the only one advertised as '0% fat.' Which I think is very misleading and I'm surprised they get away with it.

That is definitely misleading.

Definitely misleading. Report to trading Standards?

That is a list of flavours. In that case, the 'flavour' is 'Yogurt 0% fat' because that is what has been mixed with the base gelato.
It seems pretty clear to me.

It's a rip off. I bet they don't even use cream in it as calling it gelato means you can put any old shite in there. If you wanted fat free you should've gone for the fruit ones. But again its probably mostly sugar and chemicals.

I'd agree with this - it being a "flavour" but tbh they could be clearer.

Whether a yoghurt flavouring has fat in or not isn't really relevant to the flavour so it'd be easy to assume they mean the actual product there.

Sounds like they are being truthful but its sneaky advertising.

Would be like me selling a Xmas cake marketed as 100% nut free cake but then covering it in marzipan.

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.

Dick response

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.

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?

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!)

There is obviously such a thing as fat free frozen yogurt and the way this is presented makes it appear that this is just that. I think this is deliberate.

There are various sorbets in there which you would expect to be pretty much fat free. Yet they are not presented as '0% fat.' Why only the yogurt then?

The fact that this yogurt powder ingredient (less than 10% of the total ingredients) is '0% fat' is no more relevant than the fact strawberry is 0% fat. But they don't advertise their strawberry gelato as fat free.

I think it is deliberately misleading.

It would be like advertising a mint yogurt as '0% sugar,' based on the fact mint leaves don't contain sugar!

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.

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.