Hello toothpaste class action lawsuit alleges company falsely advertises no artificial sweeteners

Hello toothpaste false advertising class action lawsuit overview: 

• Who: Norah Flaherty filed a class action lawsuit against Hello Products LLC. 
• Why: Flaherty claims Hello Products falsely advertises that certain Hello-brand toothpastes contain no artificial sweeteners. 
• Where: The class action lawsuit was filed in the Circuit Court of Cook County, Illinois Chancery Division. 

Certain Hello toothpaste products are falsely advertised as containing no artificial sweeteners when, in reality, they contain the artificial sweeteners sorbitol and xylitol, a class action lawsuit filed earlier this year alleges. 

Plaintiff Norah Flaherty argues Hello Products makes the allegedly false marketing claims about a number of its Hello-branded toothpastes, including ones marketed for kids and toddlers. 

“Plaintiff, like any reasonable consumer, expects that products advertised as containing no artificial sweeteners will only be sweetened with natural sweeteners and will not contain artificial sweeteners,” the Hello toothpaste class action states. 

Flaherty wants to represent a nationwide class and an Illinois subclass of consumers who have purchased a Hello toothpaste allegedly falsely advertised as containing no artificial sweeteners  within five years prior to the filing of her complaint. 

False claims about Hello toothpaste ‘impaired’ plaintiff’s choice, class action says

Flaherty claims Hello Products “impaired” her ability to choose the “type and quality” of products she wants to buy by allegedly making false and misleading claims about its Hello toothpastes. 

“Plaintiff has been deprived of her legally protected interest to obtain true and accurate information about her consumer products as required by law,” the Hello toothpaste class action states. 

Flaherty claims Hello Products is guilty of common law fraud and unjust enrichment and of violating the Illinois Consumer Fraud and Deceptive Business Practices Act. 

The plaintiff is demanding a jury trial and requesting injunctive and declaratory relief along with an award of monetary damages for herself and all class members. 

Hello Products has filed a motion to dismiss an amended version of the class action lawsuit, arguing the complaint is based on “speculation as to a reasonable consumer’s expectations, false conclusions, and the willful wishing away of well-defined terms.” 

A separate lawsuit was filed against Hello Products in 2019 by a consumer arguing its Hello branded charcoal toothpaste failed to hold up to marketing claims and posed a health risk for some consumers. 

Have you purchased a Hello branded toothpaste within the last five years? Let us know in the comments.

The plaintiff is represented by Steve G. Perry of the Law Offices of Todd M. Friedman PC. 

The Hello toothpaste false advertising action lawsuit is Flaherty v. Hello Products LLC, Case No. 1:23-cv-01990, in the Circuit Court of Cook County, Illinois Chancery Division. 

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