Cookie Giant Lotus Sues Startup Over “Sugar Score” Claims

Belgian confectioner accuses Dutch muesli maker of misleading advertising

A legal battle has erupted between Belgian biscuit behemoth Lotus Bakeries and Dutch startup Holie Foods. Lotus is suing Holie over its controversial “sugar score” system, which ranks food products based on sugar content.

Allegations of Deceptive Practices

Lotus contends that Holie’s advertising is misleading, particularly concerning its granola products. The company argues that Holie inaccurately suggests Lotus’s popular nākd bars contain added sugars, a claim Lotus vehemently denies. A spokesperson for Lotus stated, Our nākd bars contain no added sugars.

Holie’s “Sugar Score” Sparks Controversy

Holie Foods, founded by young entrepreneur Valentijn van Santvoort, aims to promote healthier eating habits by providing consumers with clear nutritional information. The company’s “sugar score” assigns a rating to food items, impacting their perceived healthiness in the market.

Legal Action Escalates

The dispute has escalated to court, with Lotus Bakeries initiating legal proceedings against the Dutch granolamaker. Sources indicate that Lotus views Holie’s practices as damaging to its brand reputation and product integrity. Despite the legal challenge, Holie remains committed to its mission.

In 2023, the average Dutch consumer purchased approximately 2.3 kilograms of biscuits, indicating a significant market for such products (Statista). This lawsuit highlights the intense competition and scrutiny within the food industry regarding health claims and marketing transparency.

A David vs. Goliath Scenario?

The legal clash pits a well-established international corporation against a nascent startup. Industry observers are watching closely to see how this legal battle unfolds and its potential implications for food labeling and advertising standards across Europe.