False advertising class action lawsuits target products marketed as ‘natural’

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False advertising ‘natural’ class action lawsuit overview: 

• Who: Consumers recently filed class action lawsuits against AriZona Beverages, Kroger, Capri Sun-maker Kraft Heinz and Coppertone-maker Beiersdorf. 
• Why: Consumers claim the companies falsely advertised some of their products as being “natural.” 
• Where: The false advertising lawsuits were filed against nationwide brands.

Consumers filed a number of class action lawsuits against companies accused of falsely advertising that some of their products only contain “natural” ingredients. 

Consumers behind the false advertising lawsuits claim the companies, including AriZona Beverages, Kroger, Kraft Heinz and Beiersdorf, failed to disclose that some of their products actually contain one or more synthetic ingredients. 

AriZona Beverages accused of falsely labeling many of its drinks as ‘natural’

A consumer filed a class action lawsuit against AriZona Beverages last month, arguing the company falsely labels many of its drinks as being “natural” when they contain “unnatural” ingredients. 

The consumer behind the complaint argues the AriZona drinks in question contain ingredients like coloring and ascorbic acid that prevent it from being advertised with its “natural” distinction. 

The consumer also accuses AriZona of falsely advertising and labeling some of its beverages as having no preservatives despite them allegedly containing the preservative ascorbic acid. 

Kroger hit with claims it misrepresents its store-brand sparkling water products as ‘naturally flavored’

Also last month, a consumer hit Kroger with a class action lawsuit accusing the company of misrepresenting its store-brand sparkling water products as being “naturally flavored.” 

The consumer behind the class action lawsuit argues the Kroger sparkling water products, including its strawberry, mixed berry, blueberry pomegranate and black cherry flavors, contain artificial flavoring in the form of dl-malic acid, preventing them from being advertised as “naturally flavored.” 

To comply with the law, Kroger would have to label the sparkling water products as “artificially flavored,” the Kroger class action alleges. 

Kraft Heinz accused of falsely marketing certain Capri Sun products as having ‘all-natural ingredients’

Meanwhile, earlier this month, a consumer accused Kraft Heinz of falsely marketing that its Capri Sun brand apple juice product contains all-natural ingredients. 

The consumer behind the complaint argues the Capri Sun apple juice contains the preservative citric acid, which they say makes the product’s “No Artificial Colors, Flavors or Preservatives” statement false, deceptive and misleading. 

“Instead of identifying citric acid’s function as a preservative or any of the other examples provided, Defendant’s parenthetical declaration that it is used ‘FOR TARTNESS’ is misleading and contrary to law,” the Capri Sun class action states.

Last month, a consumer hit Kraft Heinz with a related class action lawsuit, arguing the company falsely advertised that its Capri Sun Strawberry Kiwi drink had “all-natural ingredients.” 

The plaintiff argues the Capri Sun strawberry kiwi juice drink contains per- and polyfluoroalkyl substances (PFAS) that not only endanger health but also make the products’ “all-natural ingredients” claim misleading. 

Kraft Heinz failed to disclose the presence of PFAS while repeating its “all-natural” claims on its website and the product itself, along with other messaging, the Capri Sun class action alleges. 

Coppertone Pure & Simple sunscreen contains chemically altered active ingredient, class action says

In November, Coppertone-maker Beiersdorf faced a class action lawsuit claiming the company falsely advertises its Coppertone Pure & Simple sunscreen due to it allegedly containing a chemically altered active ingredient. 

The consumer behind the complaint argues they purchased the Coppertone sunscreen product under the impression it only contained natural ingredients, unaware that it allegedly contained synthetically made zinc oxide. 

Beiersdorf, meanwhile, chose to use “Pure & Simple” in the name of the product to persuade consumers, who are more interested in products with only natural ingredients, to purchase the product, the Coppertone class action alleges. 

ConAgra Foods agrees to pay $3M to resolve claims it falsely advertised Wesson oil products as ‘natural’

Claims of falsely advertising a product as “natural” have also already led to a class action settlement this year. 

ConAgra Foods agreed to pay $3 million earlier this month to resolve claims the company falsely advertised some of its Wesson brand oil products as being “natural.” 

The Wesson cooking oil products covered under the class action settlement include its vegetable oil, canola oil, corn oil and best blend product — all of which were alleged to have contained genetically modified ingredients. 

Eligible class members from 11 different states had to purchase the Wesson cooking oil products covered in the class action settlement for personal, noncommercial use.  

What do you think of the false advertising lawsuits? Have you purchased a product advertised as being ‘natural’? Let us know in the comments! 

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