Benefiber “100% Natural” Fiber Products Not Natural, Says Class Action

Consumers these days prefer natural ingredients, so manufacturers like to put the words “natural” or “100% natural” prominently on their packaging. In this class action, the complaint alleges that GlaxoSmithKline Consumer Healthcare Holdings (US), LLC uses the term falsely and misleadingly on its Benefiber fiber supplements.

The Nationwide Class for this action is all residents of the US who, within the relevant statute of limitations period, bought the products. A California Subclass has also been defined, consisting of all residents of California who, between June 17, 2016 and June 17, 2020, bought the products.

The products at issue include Benefiber Original 100% Natural Fiber Supplement and Benefiber Healthy Shape 100% Natural Fiber Supplement.

The complaint includes images of the products with the words “100% Natural” in a circle at the top center of the packaging. The complaint points out that the “natural” theme is carried out with a graphic of a leaf and a green color scheme.

However, the complaint says, “[d]espite labeling the Products as ‘100% Natural,’ the Products’ only listed ingredient is ‘wheat dextrin,’ which is a non-natural synthetic ingredient.”

Why is it non-natural? “The processing of wheat starch to yield wheat dextrin involves a multi-step process that utilizes hydrochloric acid, added enzymes and a tailored, highly controlled method…. In short, the ‘natural’ source ingredient—wheat grain—is substantially chemically processed and altered to become the non-natural, synthetic ingredient wheat dextrin.”

Federal law defines a “synthetic” as “a substance that is formulated or manufactured by a chemical process or by a process that chemically changes a substance extracted from naturally occurring plant, animal, or mineral sources…”

According to the complaint, the National Advertising Division (NAD), “an investigative unit of the advertising industry system of self-regulation,” has investigated the Benefiber “natural” claim. The complaint quotes NAD as saying that “the processing of wheat starch to yield the wheat destrin found in Benefiber represents a significant alteration of the source ingredient that is inconsistent with a consumer’s reasonable understanding of a product that claims to be ‘100% natural…’” It recommended that the company no longer make this claim on its products.

The complaint reinforces this by alleging, “No reasonable definition of ‘natural’ includes ingredients that, even if sourced from ‘nature,’ are subjected to extensive, transformative processing before their inclusion in a product.”

The complaint alleges that the claim involves unfair and unlawful business acts and practices, deceptive advertising practices, violations of California’s Consumer Remedies Act, and breach of warranty, and unjust enrichment.

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Benefiber “100% Natural” Fiber Products Not Natural Complaint

June 17, 2020

Consumers these days prefer natural ingredients, so manufacturers like to put the words “natural” or “100% natural” prominently on their packaging. In this class action, the complaint alleges that GlaxoSmithKline Consumer Healthcare Holdings (US), LLC uses the term falsely and misleadingly on its Benefiber fiber supplements.

Benefiber “100% Natural” Fiber Products Not Natural Complaint

Case Event History

Benefiber “100% Natural” Fiber Products Not Natural Complaint

June 17, 2020

Consumers these days prefer natural ingredients, so manufacturers like to put the words “natural” or “100% natural” prominently on their packaging. In this class action, the complaint alleges that GlaxoSmithKline Consumer Healthcare Holdings (US), LLC uses the term falsely and misleadingly on its Benefiber fiber supplements.

Benefiber “100% Natural” Fiber Products Not Natural Complaint
Tags: All Natural Claims, Deceptive Advertising, Deceptive Labels