Carlsberg takes Beo off the shelves

Carlsberg pitched Beo as a “bio refreshment” (in other parts of the world this translates as “organic refreshment” with “purely natural ingredients”). However, the soda contained only 5.5 percent of bio-stuff, namely sugar and malt extract, the German consumer watchdog Foodwatch.org noted with glee. For extra taste Carlsberg had added flavours plus citric acid (E 330) and ascorbic acid (E 300). Proper apples and pears, as advertised, had never got near the product.

In 2010 Foodwatch nominated Beo as one of five contenders for the negative award „Golden Windbag“. Consumers could cast their vote online and 3000 of them ranked Beo fourth among those products with the cheekiest advertising lie.

Apparently, consumers neither bought Beo’s sustainability lie nor the product. That left Carlsberg Germany with no choice but to take Beo off the shelves.