Overview
- Foodwatch announced on Tuesday that its online poll of about 66,000 people picked LaVita’s “Mikronährstoffkonzentrat” as the 2026 Goldener Windbeutel, with roughly 39 percent of votes calling it the year’s most brazen advertising lie.
- The consumer group says the product is roughly 70 percent fruit‑juice concentrate with 26 added isolated vitamins and nutrients and that a 0.5‑liter bottle priced at about €50 equates to roughly €100 per liter.
- LaVita rejects the charge of deliberate deception, says the industry term 'micronutrient concentrate' is appropriate, emphasizes that the product is meant to be diluted and highlights an asserted portion cost of about €1 per serving.
- Experts quoted in coverage warn most healthy people do not need broad multivitamin concentrates and note Foodwatch’s analysis flags some nutrients as dosed above reference amounts when the manufacturer’s recommended intake is followed.
- Foodwatch used the prize to call for stronger, better‑funded federal and state food surveillance to police marketing and dosing claims in the booming supplements market while no formal regulatory sanctions have been reported.