Process cheese food slices must contain at least 51% natural cheese. Imitation cheese

slices, by contrast, contain little or no natural cheese and consist primarily of water and

vegetable oil. Kraft, Inc. makes Kraft Singles, which are individually wrapped process

cheese food slices. When Kraft began losing market share to imitation slices that were

advertised as both less expensive and equally nutritious as Singles, Kraft responded with

a series of advertisements informing consumers that Kraft Singles cost more than

imitation slices because they are made from five ounces of milk. Kraft does use five

ounces of milk in making each Kraft Single, but 30% of the calcium contained in the milk

is lost during processing. Imitation slices contain the same amount of calcium as Kraft

Singles. Are the Kraft advertisements deceptive? (Open Essay Question)