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A new advance is advancing Chipotle’s anxiously crafted advantageous image. (ChubbyChipotle.com)

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Chipotle Mexican Grill, beheld by millions of loyal barter as a convalescent another to McDonald’s, Burger King, Wendy’s and added fast-food chains, is aback on the defensive, angry off attacks adjoin its “food with integrity” byword and the affection of its ingredients.

“But the bigger you get, it opens the aperture for attacks from critics, watchdogs and skeptics.”

A new advertisement from ChubbyChipotle.com – a advance backed by the Center for Chump Freedom, a Washington-based nonprofit that lobbies for aliment companies – claims Chipotle’s soy-based Sofritas and pinto beans absolutely accommodate added estrogen than beef aloft with hormones.

According to GrubHub data, the boilerplate adjustment at Chipotle contains 1,070 calories. (Chipotle)

The aggregation is additionally fending off a ambit of discussions about whether its high-calorie card can absolutely be healthy, and a class-action accusation that accuses the alternation of lying about its “GMO free” menu.

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Now the lawsuit, accompanying with advancing strikes from appropriate absorption groups, accept industry analysts apprehensive if the Chipotle brand’s advantageous angel can survive.

“Chipotle is aggravating to do commodity abundant for consumers,” says Darren Tristano, controlling carnality admiral of Technomic, a analysis and consulting close that focuses on aliment and accompanying articles and services.  “But the bigger you get, it opens the aperture for attacks from critics, watchdogs and skeptics. I anticipate any abrogating advance has the abeyant to accept a abrogating appulse on a brand.”

Since the chain’s founding in 1993, Chipotle has auspiciously branded itself as a aggregation that provides fresher aliment fast and engages in added ethical business practices than its competitors. The action has admiring a growing cardinal of consumers attractive for beneath bogus capacity in their food, and it has fabricated Chipotle the second-fastest-growing alternation in the U.S., with double-digit sales advance over the accomplished two years, according to abstracts from cardinal bazaar analysis close Euromonitor International.

In April, Chipotle appear that it had phased out genetically adapted capacity from its menu, acceptable the aboriginal above fast aliment alternation to do so. The alternation additionally able its charge to its amount ethics beforehand this year back it proactively removed its accepted carnitas from airheaded at hundreds of its restaurants because a pork supplier wasn’t affair the company’s standards.

But in contempo months, cracks in Chipotle’s angel accept started to form.

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In February, the New York Times appear that the boilerplate Chipotle adjustment contains over 1,000 calories – added than a Big Mac and ample chips at McDonald’s – breeding a new agitation on Chipotle’s claims of healthfulness.

And in August, a class-action accusation was filed that accuses Chipotle of agreeable in ambiguous business practices. The plaintiffs say that while Chipotle claims its aliment is GMO-free, it has disclaimers on its website that say there may be trace amounts of GMO agreeable in some ingredients. The clothing additionally attacks the alternation for confined Coca Cola products, which accommodate aerial fructose blah abstract — a GMO-containing sweetener. Lead plaintiff Colleen Gallagher says Chipotle is additionally actionable the Federal Food, Drug and Cosmetic Act by misleading, and ultimately deceiving, diners into advantageous added for aliment that they are led to accept is locally sourced or ethically raised.

Recently, buoyed by the New York Times commodity and the columnist garnered by the class-action lawsuit, a alternation of ads has appeared on ChubbyChipotle.com that accept the abeyant to do absolute accident to the brand. Back aftermost month, the Center for Chump Freedom, a non-profit antechamber that has accustomed donations from companies including Coca Cola and Wendy’s, has been active full-page ads in above newspapers that accommodate images of ample bodies with the tagline, “Eat two ‘all natural’ Chipotle burritos a anniversary and you could accretion 40 pounds in a year.” The advance additionally attacks Chipotle for its “hypocritical” attitude on GMOs and its use of capacity that accommodate a lot of hormones.

Tristano says best Chipotle admirers are acceptable to abide loyal to the alternation admitting the attacks, but there are lots of diners who could be angry off, too. “A adolescent chump who places a aerial amount of assurance in aliment companies may be affected by these alleged apply campaigns,” he said.

The Center for Chump Freedom says on its website that it “is accurate by restaurants, aliment companies and bags of alone consumers.” But the alignment will not acknowledge who is absolutely abaft Chubby Chipotle, added than to say there is not aloof one donor or industry acknowledging the effort.

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Chipotle agent Chris Arnold told FoxNews.com that CCF’s ads are “nonsense” and annihilation added than a apply advance launched on account of a “cadre of bearding big-food backers.” Rick Berman, CCF’s founder, accustomed that one of the organization’s aboriginal campaigns was to action for restaurants’ rights to advance abstracted smoker sections for consumers, rather than a absolute ban – with money donated by tobacco behemothic Philip Morris.

“Today,” Arnold said via email, “it’s aliment and aliment issues that are in the Center’s crosshairs, admitting it’s actual abundant the aforementioned playbook they acclimated in aegis of the tobacco industry. They were amiss then, and they’re amiss now.

“Clearly, Chipotle has accomplished a point area a company, or accumulation of companies, feels threatened by what we are doing, and they are lashing out with this advance from the Center.”

CCF says Chipotle is afraid abroad from acclamation the altercation directly. “Chipotle’s advance at aberration by referencing tobacco seeks to abstain answering our criticism that they are promoting discredited aliment science,” Berman said in an emailed statement.

Bad publicity isn’t good, but Emily Balsamo, a aliment industry analyst with Euromonitor International, says the advance advance and the awaiting accusation apparently won’t accept an aftereffect on the boilerplate consumer.

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“The affectionate of being who is absolutely into Chipotle is not necessarily aggravating to abstain GMOs at all costs,” she said. “It’s a adolescent being who is attractive for a fast meal that seems convalescent than McDonald’s.”

But Tristano warned that a articulation of the bazaar may alpha to catechism Chipotle’s amount ethics afterwards demography a afterpiece attending at some of the issues.

“With Chipotle, we’re talking about an abundantly loyal fan base, but a baby accumulation of consumers who already trusted [Chipotle] may agnosticism the cast is active up to its ethical standards claims,” he said.

Arnold said he believes the alternation has become a ambition of critics because it takes a altered access to fast food.

“Chipotle has consistently been accommodating to booty positions on issues in food, and some of those positions (including our position on GMOs) accept been somewhat controversial. But we booty positions and we angle by them publicly,” he said.

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It’s a bulletin Chipotle continues to spread. Aftermost week, the alternation appear an ad for its anniversary Halloween event, Boorito, a fundraiser for the Chipotle Cultivate Foundation, which promotes and supports acceptable agriculture practices. While not advertence Chipotle’s critics, the atom tries to blackout them with “Cheapotle” — a fictitious, additive-filled Chipotle cheat restaurant that tries to serve a chump a craven rice basin with additives like disodium guanylate and disodium inosinate.

Tristano says Chipotle has to accomplish abiding its amount barter abide to accept in its artefact as it grows. “They’ve consistently relied added on chat of aperture than acceptable advertising,” he said. “You accept to be alike added accurate that you’re continuing close in the deathwatch of these issues.”

But Balsamo says the attacks are alone a abrupt accessible relations crisis, and that the aggregation is administration it able-bodied so far.

“There ability be a bit of a backfire in the media, but I don’t anticipate these claims are absolutely activity to aching Chipotle in the continued run back it’s growing so fast,” she said.

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