SUNNY DELIGHT BOWS TO FLORIDA PROTEST

P&G Drops 'Real Fruit Beverage' From Product Label

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. is changing labels on its Sunny Delight juice drinks in response to protests by the Florida Department of Citrus and the Center for Science in the Public Interest.

P&G will no longer call Sunny Delight, which contains 5% juice, as a "real fruit beverage," but instead will describe it as "orange-flavored citrus punch and other natural flavors." The label will also deemphasize the words "Florida style," substituting the phrase "Tangy original Florida style."

'Dilute juice' Bob Crawford, executive

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FLORIDA ACCUSES P&G OF MISLEADING CONSUMERS
Says Marketing of Sunny Delight Is a 'Sunny Deception'
director of the Florida Department of Citrus, said he welcomed P&G's announcement.

"These actions represent a significant and important step in bringing clarity to the Sunny Delight label," he said in a statement. "I hope that other dilute-juice producers will act as responsibly as Procter & Gamble."

In a press conference in May, the Florida Department of Citrus accused P&G of "Sunny Deception," claiming the label and placement of the product in supermarket coolers next to orange juice made it appear that it was orange juice.

P&G: 'Label was legal'
"Our label was legal," a P&G spokeswoman said. "But our relationship with the Florida Department of Citrus is important to us. We're all about communicating with consumers, and this makes our label even more clear to consumers."

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