FFCI | Barilla’s contradiction

The play is simple:

  • Consumers are warned that palm oil is harmful – FALSE
  • Consumers are terrified by fake science – TRUE
  • Palm oil is abandoned and replaced by ingredients that are claimed to be better – FALSE
  • The “palm oil FREE” label is added to reassure the consumer – MISLEADING
  • The consumer feels gratified and buys the “free from” product – DECEIVED

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