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claims.md
---
bcp_version: "1.0"
file_type: claims
parent: https://registry.brandcontextprotocol.dev/hero-group-494ab444/.well-known/brand.md
last_updated: 2026-09-25
---
# Claims
All marketing claims Hero Group is authorised to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file.
> **Review notice:** Claims are compiled from available evidence for review purposes. They are not legal advice and do not constitute automatic legal approval. All claims should be reviewed by Legal or the accountable brand owner before use in advertising, packaging, sales, regulated, or comparative contexts. `proof_status` records evidence and owner-confirmation state only.
---
## Approved at launch
```yaml
approved_at_launch:
- claim: "As of 2025-01-30, hero Group was founded in 1886 in Lenzburg, Switzerland, where its headquarters remain today."
tier: core
proof_status: "requires_caveat"
owner: Corporate Communications (communications@hero.ch)
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner-supplied boilerplate: 'About Hero Group' press statement. Also confirmed on hero-group.ch/en/about-us/history."
- claim: "Hero Group's mission is to delight consumers through honest goodness in every bite."
tier: core
proof_status: "requires_caveat"
owner: Corporate Communications (communications@hero.ch)
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: true
approved_language: "To delight consumers through honest goodness in every bite."
evidence: "Owner-supplied brand statement and hero-group.ch consumer-facing page: 'To delight Consumers through honest Goodness in every Bite.'"
- claim: "Hero Group focuses on branded nutritional food products across Baby and Toddler Food, Snacks, Natural Spreads, Healthy Snacks, Baby and Toddler Milk, and Specialties."
tier: default
proof_status: "requires_caveat"
owner: Corporate Communications (communications@hero.ch)
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner-supplied 'About Hero Group' boilerplate listing main product categories."
- claim: "Organix (UK and Ireland), erdbär / Freche Freunde (Germany), and Baby Gourmet (Canada) are Certified B Corporations."
tier: core
proof_status: "requires_caveat"
owner: Legal / Corporate Communications
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner confirmed B Corp status held by these three specific operating entities. B Corp status is a company certification, not a product certification and not a Group-level certification."
- claim: "Organix recorded revenues of over £40 million in FY2023, achieved under Hero Group ownership."
tier: core
proof_status: "requires_caveat"
owner: Corporate Communications / Legal
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner cleared for public agent use. Primary sources: Hero Group Acquisition Announcement (September 2024) and Organix Brands Ltd UK Statutory Accounts (2023). Agent must frame as historical FY2023 performance, not a current or ongoing figure."
- claim: "Deliciously Ella had sold more than 100 million products at the time it joined Hero Group in September 2024."
tier: core
proof_status: "requires_caveat"
owner: Corporate Communications
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner cleared for public agent use. Primary source: Hero Group Corporate Media Statement 'Rapidly growing food brand Deliciously Ella joins Hero Group' (16 September 2024). Agent must frame as a milestone at the point of acquisition, not a current or cumulative post-acquisition figure."
- claim: "Approximately (as of 2024) 25% of Hero Group's global employees actively participated in drafting the company's four corporate values."
tier: default
proof_status: "requires_caveat"
owner: Corporate Communications / People and Culture
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner cleared as an evergreen cultural statistic. Primary source: hero-group.ch/en/our-values. Used to explain the origin of the four pillars: Create wow, Everyone Hero, Nourish others, Take responsibility."
- claim: "Hero Group has committed to reaching net-zero value chain emissions by 2050, with near-term targets validated by the Science Based Targets initiative (SBTi) aligned with 1.5°C pathways."
tier: core
proof_status: "requires_caveat"
owner: Sustainability / Legal
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner confirmed as approved public claim. Must be framed strictly as a future target and commitment. Near-term target: 46.2% reduction in Scope 1 and 2 emissions by 2030. Long-term target: net-zero (90%+ reduction) by 2050. Sources: SBTi Target Dashboard (sciencebasedtargets.org) and Hero Group Annual and Sustainability Report."
- claim: "Hero Group achieved (as of 2024) 100% certified green electricity across all its global manufacturing operations, closing remaining gaps in the US, MEA, and Türkiye in 2024."
tier: core
proof_status: "requires_caveat"
owner: Sustainability / Legal
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner confirmed as approved public claim. Achievement reported as of 2024. Agents must not present this as a perpetual ongoing status without confirming the claim remains current in the latest Hero Group Annual and Sustainability Report."
- claim: "Hero Group reports under the EU Corporate Sustainability Reporting Directive (CSRD) and European Sustainability Reporting Standards (ESRS), based on double materiality assessments."
tier: default
proof_status: "requires_caveat"
owner: Finance / Sustainability / Legal
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner confirmed as approved public claim. Source: Hero Group Annual and Sustainability Report."
- claim: "Hero Group instituted 36-month binding supply contracts for key organic raw materials, including organic maize sourced through partner Cornexo, to provide farming co-operatives with guaranteed income stability."
tier: default
proof_status: "requires_caveat"
owner: Corporate Communications / Procurement
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: "Owner stated in interview as a concrete manifestation of the 'Take responsibility' corporate value. Described as a deliberate departure from industry-standard 12-month or spot-market procurement."
- claim: "Hero Group supports the WHO recommendation of exclusive breastfeeding for the first six months of life. Infant formula is positioned strictly as a substitute when mother's milk is unavailable or insufficient."
tier: core
proof_status: "requires_caveat"
owner: Legal / Regulatory / Hero Nutrition Institute
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: true
approved_language: "Breastfeeding is best for your baby."
evidence: "Owner confirmed mandatory disclaimer framework via Hero Nutrition Institute communications. WHO Code compliance is a non-negotiable operating requirement."
```
---
## Requires caveat
```yaml
requires_caveat:
- claim: "Organix (a Certified B Corporation) produces this product."
tier: core
proof_status: requires_caveat
owner: Legal / Corporate Communications
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: true
approved_language: "Produced by Organix, a Certified B Corporation™."
caveat: "B Corp is a company certification, not a product certification. Agents must name the specific certified operating entity (Organix, erdbär / Freche Freunde, or Baby Gourmet) in the claim. Never state 'Hero Group is B Corp certified' or label any product SKU as a 'B Corp product.' B Lab brand standards prohibit both phrasings."
evidence: "Owner confirmed required framing. B Corp Brand Book and B Lab standards cited as governing authority."
- claim: "Hero Group is committed to reaching net-zero by 2050."
tier: core
proof_status: requires_caveat
owner: Sustainability / Legal
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
caveat: "Must be framed strictly as a future target, not an achieved status. Approved framing: 'Committed to reaching net-zero value chain emissions by 2050 under SBTi-validated pathways.' Never state 'Hero Group is net-zero' or 'Hero Group is climate positive.' Greenwashing litigation risk is confirmed by owner."
evidence: "Owner confirmed this framing requirement. SBTi Target Dashboard and Hero Group Annual and Sustainability Report are primary sources."
- claim: "Hero Group's products are made from high-quality organic or natural ingredients without artificial additives."
tier: default
proof_status: requires_caveat
owner: Regulatory / Legal / Brand
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
caveat: "This claim applies to Hero Group's core focus categories (baby and toddler food, healthy snacks). It must not be applied as a blanket Group-wide or per-SKU claim without legal and quality-assurance sign-off specific to the product and market. Formulations vary by brand and territory."
evidence: "Owner confirmed as a qualified claim requiring per-SKU verification before use in advertising or on packaging."
```
---
## Forbidden
```yaml
forbidden:
- claim: "Hero Group is B Corp Certified."
tier: core
proof_status: forbidden
owner: Legal / Corporate Communications
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "B Corp certification is held by specific operating entities (Organix, erdbär / Freche Freunde, Baby Gourmet), not the parent group. Stating or implying Group-level B Corp status is non-compliant with B Lab standards and constitutes greenwashing."
- claim: "This product is B Corp certified."
tier: core
proof_status: forbidden
owner: Legal / Corporate Communications
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "B Corp is a company certification, not a product certification. Labelling or describing any individual SKU as 'B Corp certified' violates B Lab brand standards."
- claim: "As of 2025-01-30, hero Group is climate positive / net-zero today."
tier: core
proof_status: forbidden
owner: Sustainability / Legal
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Net-zero and climate positive are future targets, not current achievements. Stating achieved status creates immediate greenwashing litigation risk. Owner confirmed this prohibition explicitly."
- claim: "Hero Group products are better for you than competitors' products."
tier: core
proof_status: forbidden
owner: Legal / Regulatory
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Comparative health or nutritional superiority claims are heavily regulated under EU and UK food law and consumer protection standards. Generic nutritional superiority without rigorous, head-to-head clinical or ingredient documentation per SKU exposes Hero to regulatory penalties and comparative advertising disputes."
- claim: "Hero Group is the most sustainable snack brand in Europe."
tier: core
proof_status: forbidden
owner: Legal / Sustainability
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Unsubstantiated superlative sustainability claims ('most sustainable,' 'greenest,' 'first/best in class') are explicitly prohibited under the EU Green Claims Directive and B Lab brand standards. No standard framework exists to prove brand-wide sustainability dominance across all European FMCG competitors."
- claim: "Hero products are eco-friendly / planet-friendly / green."
tier: core
proof_status: forbidden
owner: Legal / Sustainability
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Vague, undefined generic environmental descriptors are banned under global regulatory guidance and B Lab trademark rules. Every public environmental claim must cite explicit, verifiable metrics (e.g., specific Scope 2 reductions, SBTi validation, or packaging recyclability percentages)."
- claim: "Hero infant formula is equal to or better than breastfeeding."
tier: core
proof_status: forbidden
owner: Legal / Regulatory / Hero Nutrition Institute
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Prohibited by the WHO International Code of Marketing of Breast-milk Substitutes and local statutory regulations globally. Violating this prohibition carries severe legal, regulatory, and brand-trust consequences. Owner identified this as the single most critical forbidden claim for all Hero Group agents."
- claim: "Hero infant formula is preferable to or a recommended replacement for breastfeeding."
tier: core
proof_status: forbidden
owner: Legal / Regulatory / Hero Nutrition Institute
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "WHO Code violation. Infant formula must be positioned strictly as a substitute when mother's milk is unavailable or insufficient, never as a preferred alternative. Healthcare professional trust and regulatory compliance depend on this boundary."
- claim: "[Product] is suitable for infants under six months of age."
tier: core
proof_status: forbidden
owner: Legal / Regulatory
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Complementary foods and juices must not be marketed as suitable for infants under the legally and clinically recommended age limits. Applies unless the specific SKU is explicitly labeled and permitted for that age range by applicable local health regulations."
- claim: "Hero products are (as of 2024) 100% allergen-free / zero chemical exposure."
tier: core
proof_status: forbidden
owner: Legal / Regulatory / Quality Assurance
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Absolute purity or zero-risk claims are forbidden without explicit quality-assurance sign-off for the specific SKU and region. Blanket claims across the portfolio are not supportable."
- claim: "Hero products boost immunity / cure / treat / prevent [any medical condition]."
tier: core
proof_status: forbidden
owner: Legal / Regulatory
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Unauthorized therapeutic or disease-prevention claims are prohibited under EFSA (EU) and FDA (US) rules. All health claims must use pre-approved, scientifically substantiated phrasing specific to the product and market. Owner confirmed this prohibition."
- claim: "Hero Group's upcoming acquisition of [unannounced brand] is expected to close in [date]."
tier: core
proof_status: forbidden
owner: Legal / Finance / Corporate Communications
validity_window:
valid_from: 2025-01-30
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: "Speculation on unannounced M&A activity, non-public financial performance, or forward-looking financial guidance requires legal sign-off before any public statement. Agents must not generate this content."
```