Asia Bizz: Indian dairy giant Amul has raised questions over one of the promotional ads of health drink Bournvita by confectionery giant Cadbury owned by Kraft Foods. Amul will reportedly be taking a legal action against the chocolate manufacturer, as it claims that the health drink in promoted in a misguided way.

Amul says that Cadbury’s claim that ‘milk alone is not nutritious’, shows the dairy industry in a poor light and misguides  consumers. RS Sodhi, the managing director of Gujarat Cooperative Milk Marketing Federation LTD (GCMMF) said in a statement, “Milk is the best source of vitamins and has enough nutrition. Cadbury has tried to degrade milk’s virtues and is misguiding consumers to promote its own supplement.”

Some time ago, Cadbury started a campaign that milk alone is not nutritious and that it is essential to use supplements such as Bournvita to derive calcium from milk. The campaign has suggested that the quality of milk in recent times has gone down and advises consumers to mix supplements to raise the levels of vitamin D, which helps the body in the absorption of calcium from milk.

A Cadbury spokesperson says that they have not received any legal notice due to which they cannot respond to an y specific claims.