https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2034686/ https://www.verywellfit.com/will-b-vitamins-give-me-energy-2507733 In 2006, Nestle first released an advertisement of their product, rebranding the ski yoghurt with a catch phrase “activate yourself”. They claimed that the yoghurts contained Activ8, “a unique combination of eight of the essential B vitamins and minerals proven to help energy release” (Nestle, 2006). Further reports show that Nestle (2006) once included in the promotional material the claim that “combined with a healthy diet, lifestyle and exercise, a diet which includes Ski Activ8 can help recharge our batteries and improve our energy levels”. The advertisement not only incorporated the use of scientific-sounding language in their marketing claims but also created scientific-sounding language, such as Activ8, to persuade people into believing their statements and buying their product. This way, non-expert consumers can be exploited into thinking their misleading and unproven claims are credible. While it is accepted and proven that B vitamins are necessary in our body because they aid in converting the food we eat into energy, there is no new knowledge or research that these B-vitamins can boost energy, unless a person is nutritionally deficient which is not the case because the material stated that that the yoghurt ought to be combined with healthy lifestyle, diet, and exercise. According to the Food Standards Agency (2019), the B vitamins and minerals that comprise the Activ8 in the product should be adequately present from the balanced diet that had been included. Accordingly, if a person is already getting enough vitamins and minerals, having extra would not have any effect. This is because once the body has achieved the sufficient amount of energy it needs, the extra vitamins would be excreted. Contrary to the implication made by Nestle, the excesses are not stored or used to increase their effects. Despite their extraordinary claims, when someone from Sense About Science contacted Nestle’s customer care line about, they were unable to explain how exactly B vitamins and minerals can boost energy and had failed to produce any supporting evidence to their statements. While the advertisement had used the accepted and scientifically-proven fact of the role of b vitamins in the body’s energy producing processes, it lacked little to no explanation to support their claim. It also failed to take into account that the aforementioned role of the vitamins is indirect. Hence, this is one of the key reasons why said advertisement relies more on pseudoscience than science for their assertion to the claim. In their promotional material exists the assumption that the vitamins and minerals in Activ8 have the effects and benefits that they, in fact, do not have. It merely presents a vague premise of what the product contains and why our body needs them before subsequently putting forth their claim. It seems as if they just expect people to accept it without any explanation. Apparently, all they have to show for their credibility is their use of scientific-sounding language. Therefore, their lack of evidence and explanations among other reasons indicates how much they rely on pseudoscience than science. References Food Standards Agency. (2019, October 11). Vitamins & Minerals. Retrieved from Food Standards Scotland: https://www.foodstandards.gov.scot/consumers/healthy-eating/nutrition/vitaminsminerals Swain, F., & Tuff, A. (2007). O'Dowd A. (2007). Scientists challenge companies' dubious marketing claims. BMJ : British Medical Journal, 335(7624), 795. https://doi.org/10.1136/bmj.39367.694294.4EThere Goes the Science Bit. London: Sense About Science.
