Wendy's 'Never Frozen' Claims Justified

Wendy's "Always Fresh, Never Frozen" claims have been upheld by the BBB.

Burger King took issues, last year, with a claim Wendy's made in some of their advertising.

Two of the claims made in television advertising by Wendy's that were challenged were these lines:

1. "If hamburgers were meant to be frozen, wouldn’t cows come from Antarctica? Wendy’s hamburgers are made with fresh never frozen beef. Who else can say that? It’s better than fast food. It’s Wendy’s."
2. "So, Dad, you know Wendy’s is dedicated to using fresh beef that’s never been frozen do you realize what kind of commitment that takes? I mean, to vow to something and then to continue to deliver on that promise ... a promise is only good if it is kept. Wendy’s hot and juicy hamburgers are made with fresh, never frozen beef, that’s a promise. Its way better than fast food, it’s Wendy’s."

BK took their complaint to the National Advertising Division (NAD) of the Council of the Better Business Bueaus.

Wendy's supplied NAD with "a thorough explanation of how the process was specifically designed to process only fresh beef and why there is no danger of the beef temperature falling below the freezing temperature."

The NAD stated: "Following its review of the evidence in the record, including the affidavit, NAD found that the advertiser provided a reasonable basis to support the claim, "Wendy’s, Always Fresh, Never Frozen," with respect to its hamburger patties."

You can read the NAD's full report.