Lotus Bakeries Sues Dutch Start-Up Holie Over Sugar-Score Campaign

2025-08-05 community

Amsterdam, Tuesday, 5 August 2025.
Belgian snack giant Lotus Bakeries has filed a lawsuit against Dutch cereal start-up Holie, accusing it of misleading advertising with its Sugar-Score campaign that highlights sugar content.

The Nature of the Dispute

The lawsuit initiated by Lotus Bakeries, a prominent Belgian snacks producer, against the Amsterdam-based start-up Holie, unfolds within a complex landscape of advertising law and consumer awareness. At the heart of the dispute is Holie’s Sugar-Score campaign, which seeks to categorize cereals and snack products based on sugar content without differentiating between naturally occurring sugars and added sugars[1][2][3]. This method of advertising has been criticized by Lotus, as the start-up’s campaign rates several of its Nakd brand bars poorly, assigning them a sugar score of ‘C’ which allegedly misleads consumers by emphasizing total sugar content rather than context[1][3].

Advertising and Regulation in Focus

The legal action underscores the increasing tension in the food industry concerning advertising practices. According to Lotus Bakeries, the Sugar-Score system employed by Holie violates existing marketing regulations by spreading misleading information that affects consumer trust and market dynamics[1][3][5]. The contentious nature of such claims highlights the challenges regulatory bodies face in effectively balancing corporate interests with consumer rights in the competitive snack industry. The lawsuit was filed on 27 July 2025, with proceedings taking place in the Amsterdam courthouse, reflecting a critical juncture for both companies involved[3][5].

Implications for the Start-up Ecosystem

The Holie versus Lotus Bakeries case is emblematic of the struggles faced by emerging start-ups against established market leaders, often likened to a ‘David vs. Goliath’ scenario[5][7]. Holie, founded in 2018 by Merick Schoute and Valentijn van Santvoort, positions itself as a health-conscious brand aiming to revolutionize the cereal market[6][7]. With reported revenue of €13.4 million in 2024, Holie’s growth trajectory demonstrates potential vulnerabilities as it encounters legal challenges that could shape its business strategy and influence broader entrepreneurial activity in the region[3][6].

Looking Ahead: The Future of Food Marketing

Industry observers are keenly watching the case’s outcome, which could set a significant precedent for how food companies market their products, particularly concerning health claims and sugar content. With a verdict expected later in August 2025, the implications of this legal battle may extend beyond the immediate parties involved, impacting advertising norms and competitive practices within the food sector in both the Netherlands and Belgium[1][5][6]. The trial’s unfolding and its effects on regulatory policies will be critical for shaping the future strategies of both new and established players aiming to maintain transparency while engaging health-conscious consumers.

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start-up legal dispute