Nature’s Bakery faces another class action over ‘healthy’ fig bar claims

Nature’s Bakery class action overview:

• Who: Plaintiff Lawrence Himmel filed a class action lawsuit against Nature’s Bakery LLC.
• Why: Himmel claims the company falsely advertises its fig bars as “wholesome” and “natural.”
• Where: The Nature’s Bakery class action lawsuit was filed in New York federal court.

Nature’s Bakery is facing a new class action lawsuit alleging it falsely advertises its fig bars as “wholesome” and “natural” despite the products containing synthetic citric acid and excessive sugar.

Plaintiff Lawrence Himmel claims Nature’s Bakery misleads consumers by suggesting its fig bars are made from only natural ingredients and are healthy to consume.

Himmel argues Nature’s Bakery’s fig bars contain synthetic citric acid, which he claims is used as a flavoring and preservative additive, and excessive sugar.

Health-conscious consumers are willing to pay more for products that have “natural” labeling, but Nature’s Bakery fig bars are neither wholesome nor healthy, the Nature’s Bakery class action says.

Himmel wants to represent a nationwide class and New York subclass of consumers who have purchased Nature’s Bakery fig bars. He claims the company is guilty of violating New York General Business Law and breach of express warranty.

Nature’s Bakery fig bars allegedly contain ‘large amounts’ of added sugar

Himmel argues the name Nature’s Bakery suggests its fig bars are made from only natural ingredients, while the company also claims the products are “equal parts wholesome and delicious” and have “wholesome baked in.”

“Through these representations of ‘wholesomeness,’ [Nature’s Bakery] puts forth a straightforward, material message: the products are healthy to consume,” the Nature’s Bakery class action lawsuit says.

Himmel claims consuming synthetic citric acid has been associated with adverse health effects, such as fibromyalgia, autism spectrum disorder and juvenile idiopathic arthritis.

Himmel argues the fig bars contain 14 grams of added sugar per serving, which he claims accounts for more than one-quarter of their calorie content.

“Because scientific evidence establishes that consuming such high amounts of added sugar is likely to increase the risk of cardiovascular disease, type 2 diabetes, metabolic disease and liver disease, Nature’s Bakery’s health and wellness representations concerning the products are false and misleading,” the Nature’s Bakery class action lawsuit says.

Himmel claims he relied on Nature’s Bakery’s “false, misleading and deceptive” marketing of its fig bars as natural and healthy when purchasing the products.

Last year, Nature’s Bakery faced a similar lawsuit, filed in California federal court, alleging it misled consumers by marketing its fig bars as healthy.

Have you purchased Nature’s Bakery fig bars? Let us know in the comments.

Himmel is represented by Joshua D. Arisohn of Arisohn LLC.

The Nature’s Bakery fig bars class action lawsuit is Himmel v. Nature’s Bakery LLC, Case No. 1:26-cv-01439, in the U.S. District Court for the Eastern District of New York.

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