Lots of confidently incorrect answers on here. When you specifically mention a competitor brand, you need to have legal proof of your claim, and that proof may need to be made publicly available to your competition which in turn may reveal trade secrets to them, e.g. the ingredient formula that allows you to make a claim that you have “better taste” or the brewing process that leads you to be “less filling.”

So it becomes a cost-benefit conversation. Is the proof behind your claim worth revealing to your competition?