This class action concerns the “All Natural” claims made for Arizona beverages by Hornell Brewing Co., Inc. Although the products are advertised as being “All Natural,” the complaint for this class action alleges they contain added coloring, including from added beta carotene, fruit and vegetable juices, annatto, and vegetable juice.
The class for this action is all Missouri citizens who bought the products between June 17, 2017 and June 17, 2022 in Missouri. The products include at least the following:
- Kiwi Strawberry Fruit Juice Cocktail
- Lemonade Fruit Juice Cocktail
- Mucho Mango Fruit Juice Cocktail
- Fruit Punch Fruit Juice Cocktail
- Orangeade
- Grapeade
- Lemonade Drink Mix
- Golden Bear Strawberry Lemonade
- Rx Energy Herbal Tonic
All of the products above, the complaint alleges, bear a label stating that it is “All Natural.” Pages 5 and 6 of the complaint show images of the products, along with two magnified images of the “All Natural” claims.
Consumers these days prefer natural products. The complaint alleges, “Up to 70% of consumers say they’re willing to pay a premium for food products in the natural, ethical, enhanced or ‘less of…’ categories. Other studies show that consumers are willing to pay more for all natural products because of the association with a healthy and organic diet, with as high as 88% of Americans reporting they are willing to pay more for healthier foods.”
The complaint alleges that in claiming that the products are “All Natural,” the company is “capitalizing on consumers’ preference for food items with no artificial additives.” But the complaint alleges that the drinks are not truly “All Natural” because they contain added coloring.
The Food and Drug Administration (FDA), the complaint claims, does not consider a food to be natural if it has added coloring. The complaint claims that the FDA guidelines “have considered ‘natural’ to mean that nothing artificial or synthetic (including colors regardless of source” is included in, or has been added to, the product that would not normally be expected to be there…”
According to the complaint, the FDA is now taking comments about the use of the term “natural” in foods and whether it should establish a definition of “natural” for in this circumstance. The complaint quotes a number of these comments, including the following: “…When I see the word Natural on a food product, I consider this to mean that it is free from all additives GMOs, Preservatives, Drugs, or colors. It is in its natural state….”
The complaint alleges that the added coloring renders the “All Natural” claims false. It also asserts, “The process by which naturally-sourced food coloring is added to products alters their status and renders them no longer ‘natural.’”
Article Type: LawsuitTopic: Consumer
Most Recent Case Event
Arizona “All Natural” Beverages and Added Coloring Missouri Complaint
June 17, 2022
This class action concerns the “All Natural” claims made for Arizona beverages by Hornell Brewing Co., Inc. Although the products are advertised as being “All Natural,” the complaint for this class action alleges they contain added coloring, including from added beta carotene, fruit and vegetable juices, annatto, and vegetable juice.
Arizona “All Natural” Beverages and Added Coloring Missouri ComplaintCase Event History
Arizona “All Natural” Beverages and Added Coloring Missouri Complaint
June 17, 2022
This class action concerns the “All Natural” claims made for Arizona beverages by Hornell Brewing Co., Inc. Although the products are advertised as being “All Natural,” the complaint for this class action alleges they contain added coloring, including from added beta carotene, fruit and vegetable juices, annatto, and vegetable juice.
Arizona “All Natural” Beverages and Added Coloring Missouri Complaint