couponing in the holy land

Frugal food shopping for the Anglo Israeli

Milkys found not to have real chocolate

Two class action lawsuits have been settled today against Strauss, stating that they cannot label Milky as “chocolate” if the ingredients do not include chocolate as defined by Israeli Standard 36.

According to Israeli Standard 1145, if the name of a food “shows off”a certain ingredient or if there is a picture of that ingredient, the manufacturer must list the percentage of that ingredient in the list of ingredients.  In addition, the Standard says that the name of a food must be accurate and able to be proven.  Therefore only if there is chocolate as defined by the Israeli Standard in the ingredients can you write that the product has chocolate in it.  Otherwise you have to write “chocolate flavor-בטעם שוקולד”.

This is the current Milky label:

הכיתוב הישן. מילקי שוקולד (ובקטן: "בטעם שוקולד") (צילום: אדר טל)

(הכיתוב הישן. מילקי שוקולד (ובקטן: “בטעם שוקולד”) (צילום: אדר טל


As you can see, it does says b’taam shokolad, but only under the large words “Shokolad”.

This is the new label:

הכיתוב החדש: כיתוב עקבי: "בטעם שוקולד" (צילום: עידו ארז)

(הכיתוב החדש: כיתוב עקבי: “בטעם שוקולד” (צילום: עידו ארז

Here there is no gigantic “Shokolad”,only the words “b’taam shokolad” the same size as the rest of the labeling.

Strauss’s punishment from the court was having to change the label and to donate 300,000 shekels worth of dairy products to charitable organizations- specifically HaEmek hospital or an equivalent organization that has no previous connection with Strauss.

What do you think of this lawsuit?  Ridiculous or righteous?  Before you answer, take a look at another very famous “chocolate” item:

Wait- that isn’t Hershey’s CHOCOLATE syrup, it is Hershey’s syrup with “genuine chocolate flavor”.

So Israel apparently isn’t the only country who distinguishes between real chocolate and chocolate flavor.  The “punishment” as it is ends up being relatively free advertising for the Strauss so I don’t think they will be too distressed over this verdict.

In other frivolous chocolate lawsuit news, a court ruled that Osem, General Mills, Vita, and Maimons can still call their product “kadoorei shokolad- כדורי שוקולד” and not “kadoorim b’taam shokolad- כדורים בטעם שוקולד”.  Thank goodness for that!

Source: Ynet, Ynet, GAIN Report, Israel Standard Institute Amendment 6 and 7

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One thought on “Milkys found not to have real chocolate

  1. joshinariel on said:

    How much did the lawyers make off the class-action? This can be quite lucrative on their part even if it seems the company got off easy.

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