Dollar Tree Class Action Lawsuit Says Almondmilk Isn’t Made with Vanilla

A class action lawsuit claims that Dollar Tree misleads customers into thinking its almondmilk is flavored with vanilla.

Lead plaintiff Lafremia Powell alleges that Dollar Tree’s brand of almondmilk comes in a package that prominently displays the word “Vanilla” on the front, along with the words “Almond,” “Almondmilk,” and “Sweetened.”

However, the side panel on the package reveals that the products’ main ingredients are filtered water, almonds and sugar.

“The representations are misleading because the Product does not contain the amount, type and proportion of vanilla relative to non-vanilla flavor components which is expected based on the front label, as shown by the Product’s ingredient list on the side panel and explained below,” states the Dollar Tree class action lawsuit.

According to the Dollar Tree class action, the side panel does not reference vanilla at all. Instead, the term “natural flavor” is listed as making up less than two percent of the products’ ingredients.

Powell says that she purchased the 32-ounce variety of Dollar Tree’s Almondmilk beverage.

According to the Dollar Tree class action lawsuit, vanilla is a highly sought after flavor in the food production word. Real vanilla, states the complaint, is relatively scarce in relation to demand. As a result, producing cheaper and more plentiful vanilla flavoring substitutes are tempting to food manufacturers.

More troubling, is that substances used to dilute or impersonate vanilla can reportedly be harmful to humans and instances of deceptive use of these substances are on the rise. Consumers will pay more for a product if they think it contains real vanilla, contends the plaintiff.

The Dollar Tree class action lawsuit alleges that using the word “vanilla” on the label, instead of “vanilla-flavored” deceives consumers into paying more for the product.

“The amount of vanilla has a material bearing on price or consumer acceptance of the Products by causing consumers to purchase and pay more for the Products,” contends the complaint. “Had plaintiff and class members known the truth, they would not have bought the Products or would have paid less for it. Defendant’s false, deceptive, and misleading branding and packaging of the Product has enabled defendant to sell more of the Products and at higher prices per unit, than it would have in the absence of this misconduct, resulting in additional profits at the expense of consumers.”

The Dollar Tree class action lawsuit seeks to represent a nationwide Class of consumers who purchased the vanilla flavored almondmilk. The plaintiff is seeking damages, along with a court order stopping Dollar Tree from its allegedly deceptive advertising.

Have you purchased Dollar Tree Vanilla Almondmilk? Let us know in the comments below.

The plaintiff and proposed Class are represented by Spencer Sheehan of Sheehan & Associates PC.

The Dollar Tree Almondmilk Class Action Lawsuit is Powell v. Dollar Tree Stores Inc., Case No. 1:20-cv-00734, in the U.S. District Court for the Southern District of New York.

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