Target Class Action Says Graham Crackers Need More Graham Flour

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A Target customer claims that its store brand Market Pantry Graham Crackers do not contain enough graham flour to be considered graham crackers.

Lead plaintiff Freddie Jamison says boxes of Target brand graham and honey graham crackers create an impression that graham flour is the main ingredient in the product.

Jamison alleges that he and other consumers rely on products’ packaging to make an informed decision when spending their hard-earned money.

“The representations of the Products as ‘graham crackers’ is misleading, false, deceptive and unfair,” contends the Target class action lawsuit. “This is because the predominant flour in [it] is not graham flour but refined, white flour (‘unbleached enriched flour’), indicated on the ingredient list, reproduced below, in minuscule font below the nutrition facts on the side panel.”

According to the Target class action lawsuit, graham flour is “a coarse-ground, whole wheat flour, made from the whole grain – the endosperm, germ, and bran.” Enriched white flour, by contrast, is made of refined grains.

“Consumers increasingly seek products containing whole grains for its numerous health benefits, as it is associated with lower risk of several diseases and conditions, while refined flour is not,” argues the Target graham crackers class action.

The plaintiff accuses Target of misleading consumers into thinking they are purchasing a healthier product, leading them to pay more than they otherwise would.

The Target class action lawsuit says that consumers should be able to understand from the packaging that Target brand graham crackers are made of several different types of flour.

“It is reasonable for consumers [to] expect a product labeled ‘graham crackers’ to contain more graham (whole grain) flour than non-whole wheat flour, because ‘graham’ precedes and modifies ‘crackers,’ telling the shopper what they are getting,” states the Target graham crackers class action lawsuit.

Jamison is not the first consumer to lodge a class action lawsuit over misrepresented graham crackers. His attorneys have also launched actions against Honey Maid and Walmart’s Great Value brand graham crackers.

The class action lawsuits’ primary contention is that the products are mainly made with refined white flour, rather than graham flour, but are still advertised as “graham” crackers.

“The [Target] Products’ name, ‘graham crackers,’ is also misleading because the [sic] name is not uniform among all identical or similar products which are designated as ‘graham crackers,’ where graham flour is the predominant flour,” points out the Target class action lawsuit.

The Target class action lawsuit seeks to represent a nationwide Class of consumers who purchased the store’s brand of either graham or honey graham crackers.

The plaintiff accuses Target of fraud and unjust enrichment from its allegedly false advertising of the product. The plaintiff is seeking damages as well as a court order requiring Target to properly label its graham cracker products.

Jamison is represented by Spencer Sheehan of Sheehan & Associates PC and Joshua Levin-Epstein of Levin-Epstein & Associates PC.

The Target Market Pantry Graham Crackers Class Action Lawsuit is Jamison v. Target Corporation, Case No. 1:19-cv-00650-NGG-PK, in the U.S. District Court for the Eastern District of New York.