Australian consumer law enforcer (the ACCC) has taken action against Heinz over claims made in relation to its Little Kids Shredz range. The packaging claims that Shredz are “99% fruit and veg” when in fact the snack contains over 60% sugar. The ACCC considers the packaging to be misleading by suggesting that the snack has the same or similar nutritional value as natural fruit and vegetables. The authorities seem particularly concerned given that Shredz are marketed as suitable for young children. The ACCC is seeking an injunction to stop the ongoing sale of Little Kinds Shredz in this packaging and is seeking to impose fines for Heinz past conduct. This is a reminder to marketers in New Zealand (having similar consumers laws to those of Australia) not to misrepresent the health benefits of their products, particularly where the end-consumer  is of a young age.