The encyclopedia · Advertising & PR · Marketing decision · 2022
Kirin's '100% melon taste' Tropicana was 2% melon — the regulator ordered a stop
The packaging promised muskmelon. The mix was 2% melon juice and 98% grape, apple and banana — a misleading-representation order under Japan's advertising law.
Kirin Beverage · 2022-09-06
What happened
From June 2020 to April 2022, Kirin sold 'Tropicana 100% Marugoto Kajitsukan Melon Taste' in 900 ml paper packs. The packaging carried phrases like 'selected muskmelon' and '100% MELON TASTE', designed to give the impression that melon juice was the main ingredient of the drink.
In reality only about 2% of the juice was melon; roughly 98% was grape, apple and banana juice. On 6 September 2022 the Consumer Affairs Agency issued an administrative order under Article 5(1) of the Act against Unjustifiable Premiums and Misleading Representations — the provision against presenting a product as significantly superior to the truth — requiring Kirin to withdraw the representation and take measures to prevent recurrence.
Kirin apologised on 28 September 2022, saying it sincerely regretted causing customers and stakeholders concern. The packaging of products already on sale had been changed before the order took effect, and the company promised to strengthen its labelling review system and run compliance training on the Act across the company.
Why it happened
- '100% MELON TASTE' described the flavour while the label's imagery implied the fruit — two different promises printed on the same pack
- A 2% melon content hid behind a 'selected muskmelon' message that suggested the opposite
- The misleading presentation ran for nearly two years, from June 2020 to April 2022, before the agency acted
The lesson
A flavour claim and an ingredient claim are different promises. When the packaging says the fruit, the law expects the fruit — a taste is what you add, a content is what you pour.
Aftermath
The order became a standard Japanese example of 優良誤認 (superiority misrepresentation) in the food and drink industry. Kirin changed the pack design, set up a customer inquiry line, and committed to internal compliance training. The case underlined that Japanese enforcement targets the overall impression of packaging, not just the words printed on it.
Sources
- Consumer Affairs Agency: administrative order against Kirin Beverage (6 Sep 2022)
- Yomiuri Shimbun: 「トロピカーナ」メロン果汁2％でも「100％」表記…消費者庁が措置命令
- ITmedia: キリン「トロピカーナ」に景品表示法違反 メロン果汁100％の表記は誤り
- Kirin official apology and announcement (28 Sep 2022)
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