WILLY'S Apple Cider Vinegar with Live Mother - Probiotics For Detox & Gut Health - 500ml Refillable Glass Bottle - Sustainable ACV

Product Information

Ads (b) and (c) included the claim “loaded with antioxidants”, and ad (b) also included the claim “Ginger – loaded with antioxidants” in relation to the Fire Cider product. We considered those claims were specific health claims that the products, or ingredients in them, helped to protect cells from oxidative stress. ads (a), (b), (c), (d), (e) and (f) made general and specific health claims that were in breach of the Code; We welcomed Willy’s ACV’s assurance that the claims would be amended. However, because the ads made claims to prevent, treat or cure human disease, we concluded they breached the Code. Ad (a) also included the claim that Sir Ranulph Fiennes had said apple cider vinegar “helped relieve his arthritis symptoms” and ad (d) stated “Apple cider vinegar (ACV) has been used as a natural remedy for centuries – […] helping arthritis symptoms”. We considered those were claims that apple cider vinegar could help to treat a human disease.

Ad (b) also included the claim that cayenne pepper was “beneficial against infections” and ad (e) featured the claim “antimicrobial”. Antimicrobials were substances that killed microorganisms or prevented them from growing and causing disease. We therefore considered both claims would be understood as meaning the products could prevent viral and bacterial infections, and therefore were claims to prevent, treat or cure human disease. The CAP Code stated that health claims that referred to a rate or amount of weight loss were not acceptable when made in relation to a food. We considered consumers would understand the claim “I’ve lost 3 stone” in ad (a) to mean that William Chase had lost three stone in weight as a result of consuming apple cider vinegar. As referenced above, claims that a food could help weight loss were health claims. The claim was therefore a health claim made in relation to a food that also referred to an amount of weight loss. We concluded the claim breached the Code.We first assessed which claims were specific health claims and which therefore must be authorised on the GB NHC Register. Probiotics are live bacteria and yeasts, that are good for you, particularly your digestive system. Apple cider vinegar is keto-friendly and can be added to water to add some flavour. Willy’s organic apple cider vinegar can also be used as a salad dressing because it has a low carbohydrate composition, making it great for those on a keto diet.

Whizzy salad dressing: Whizz with lemon juice, honey, and a trusty splash of olive oil and drizzle onto your favourite salad. While Willy’s apple cider vinegar is mildly acidic with an acidity level of 5, alkaline nutrients such as potassium, calcium, and magnesium from the apples make it less acidic than other vinegars like white wine vinegar. Pop your bottle somewhere warmer, such as your airing cupboard. This will speed up the development of the mother culture.Using a blend of 48 wild apple varieties gives Willy’s Organic Apple Cider Vinegar with "the mother" its unique taste. Willy's Apple cider vinegar, ACV, is grown and produced at source in the UK, the organic raw apple cider vinegar contains live mother bacteria. Known as the 'live mother', Willy's probiotics are very high-grade because they are unpasteurized and raw. Take a daily dose of Willy's Apple Cider Vinegar with mother by diluting it to make a drink or by adding it to your favourite recipes. We considered some consumers may not be familiar with the term “adaptogens”, used in ad (a). However, we understood the term was used to describe natural substances believed to help the body respond to stress, and we considered many consumers who were interested in the potential health benefits of products such as apple cider vinegar would have some knowledge of that definition. We therefore considered the claim “[…] with adaptogens” would be understood to mean that the product would support the body’s ability to respond to stress, which we considered was a specific health claim. Willy’s ACV had not provided evidence that their products contained any foods or nutrients for which there were authorised reduction of disease risk claims on the GB NHC Register. We therefore concluded that the claims relating to the lowering of cholesterol and blood pressure breached the Code. Salt/caffeine swap: Ditch the salt and splash some apple cider vinegar into your meal to enhance the taste. Replace caffeine with an energising warm drink with ACV. The CAP Code prohibited claims that stated or implied that a food could prevent, treat or cure human disease.Ad (a) included the claims “Can shrink swelling in the body” and “Anti-inflammatory”; ad (b) included the claim “Turmeric and Cayenne pepper – turmeric is known to contain anti-inflammatory properties” and the claim “Loaded with […] anti-inflammatory properties” in relation to the Fire Cider product; and ad (c) included the claims “loaded with […] anti-inflammatories” and “Overall loaded with anti-inflammatory properties”. We considered those claims would be understood to mean the product could help to treat inflammation in the body, and were therefore claims to treat or cure human disease.

Add into most meals including coups, salads, roasted veg and meat basting. Use in sauced, dressing, dips and marinades. Whizzy Salad Dressing Ad (b) included the claim “Horseradish – known to boost circulation […]” in relation to the Fire Cider product. Ad (a) featured the claim “I sleep better” and the claims “increased my energy levels” and “Gently energising”. We considered that claims to boost circulation, improve sleep and increase energy levels were specific health claims. In relation to the Fire Cider product, ad (b) included the claim “Horseradish – known to […] clear mucus”. We considered that the need to “clear mucus” would be understood by consumers to refer to the mucus build-up experienced as a symptom of illnesses such as flu, which was referenced in the ad. The claim was therefore a claim that horseradish could resolve a symptom of illness and as such treat human disease. Rhian Stephenson, nutritionist, ex-CEO of Psycle and founder of supplements brand Artah Health, has felt the effects herself and fully supports a daily dosage of apple cider vinegar. “Personally, I find that it helps with my digestion and blood sugar control, especially when I'm overtired. Apple cider vinegar isn't a magic bullet, but it does have proven benefits when it comes to blood sugar regulation, postprandial insulin response, appetite and satiety, and potentially, managing cholesterol levels."Ad (f) stated that “billions of cells including bacteria […] reside in our guts and are responsible for many vital bodily processes. This includes things like: helping to control digestion […] Our good gut bugs are important for digestion and destroying any harmful bacteria that may emerge […] certain factors […] can lead to gut dysbiosis”. In that context, we considered the claim that Willy’s ACV could “help to repopulate some of the good bacteria in your gut” would be understood to mean that the presence of “good” bacteria, provided by Willy’s ACV products, could help the process of digestive transit and counter any ill effects of gut dysbiosis. Similarly, we considered the claim “Help balance ph[sic] in the gut, leading to improved digestion” in ad (a) implied that the pH balance of the gut could be unbalanced and that if it was, digestion might be negatively affected, and that the product could help to correct that and improve digestive transit. We further considered the claims “can also help with digestion” in ad (b) and “boost digestion” in ad (c) would also be understood to mean the product could improve digestive transit. Claims to help or improve the process of digestive transit were specific health claims. Ad (a) included the claims “Helped me lower my cholesterol” and “I have lowered my cholesterol”; ad (b) included the claim that the garlic in the Fire Cider product “has reports of […] lowering cholesterol"; and ad (d) featured the claim that apple cider vinegar had been used as a natural remedy for “reducing cholesterol levels”. We considered consumers would understand those claims to mean that the apple cider products could reduce levels of cholesterol. High cholesterol was a risk factor in the development of heart disease and the claims were therefore reduction of disease risk claims.