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Benefiber “100% Natural” Prebiotic Powders Contain Synthetic Class Action

GSK Consumer Health, Inc. makes the Benefiber line of products, including Benefiber Original Prebiotic Powder and Benefiber Healthy Shape Prebiotic Powder. The products are advertised as being “100% Natural,” but complaint for this class action claims that this is “false, fraudulent, deceptive, and misleading” because the product contain dextrin, a synthetic ingredient.

The National Class for this action is all persons in the US who bought the products labeled as “100% Natural” for their personal consumption, between the beginning of the applicable statute of limitations through the date of the certification of the class in this case. There is also a Texas Subclass, for those who bought the product in Texas.

The complaint says, “According to one study, nearly three-quarters (73 percent) of global consumers believe it is important their groceries are one hundred percent natural.”

It quotes another source as well: “A 2015 Consumer Reports survey found that 62% of consumers purchased ‘natural’ products, and that 87% of those purchasers are willing to pay more for products called ‘natural’ that meet their expectations regarding what ‘natural’ means.”

Also, it says, “Reflecting this trend, in 2011, the natural products industry was valued at approximately $91 billion.” It adds, “Merely four years later the natural products industry had almost doubled in value to $180 billion.”

When the Benefiber products were labeled as “100% Natural,” the complaint says, GSK was “seeking to capitalize on the booming natural products industry[.]”

“However,” the complaint alleges, “contrary to the representations made through marketing, advertisements and on each bottle of the Products, the Products actually contain wheat dextrin, a synthetic ingredient, which means that they are not ‘100% natural[.]’”

GSK’s competitor, Proctor & Gamble, brought the product before the National Advertising Division (NAD), a self-regulatory organization for the advertising industry, to argue against the “100% Natural” claims. NAD concluded that the designation was “inconsistent with the reasonable consumer” understanding of the meaning of those claims.

NAD admitted that the original substance used to make the product, wheat starch, was natural. However, the wheat starch had to undergo a complicated chemical process to produce wheat dextrin, and NAD found that this process made the final product a synthetic.

The complaint alleges, “Though a reasonable consumer likely understands that many products undergo some degree of processing, claiming the Products are ‘100% Natural’ conveys to consumers minimal or even no processing” and the processing needed to produce wheat dextrin “changes the biological properties of the natural ingredient.”

NAD also referred to the Food and Drug Administration’s Review of the Scientific Evidence on the Physiological Effects of Certain Non-Digestible Carbohydrates which calls wheat dextrin “synthetic.” NAD’s conclusions also follow USDA guidance as to whether a substance is synthetic or natural.

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Benefiber “100% Natural” Prebiotic Powders Contain Synthetic Complaint

November 23, 2020

GSK Consumer Health, Inc. makes the Benefiber line of products, including Benefiber Original Prebiotic Powder and Benefiber Healthy Shape Prebiotic Powder. The products are advertised as being “100% Natural,” but complaint for this class action claims that this is “false, fraudulent, deceptive, and misleading” because the product contain dextrin, a synthetic ingredient.

Benefiber “100% Natural” Prebiotic Powders Contain Synthetic Complaint

Case Event History

Benefiber “100% Natural” Prebiotic Powders Contain Synthetic Complaint

November 23, 2020

GSK Consumer Health, Inc. makes the Benefiber line of products, including Benefiber Original Prebiotic Powder and Benefiber Healthy Shape Prebiotic Powder. The products are advertised as being “100% Natural,” but complaint for this class action claims that this is “false, fraudulent, deceptive, and misleading” because the product contain dextrin, a synthetic ingredient.

Benefiber “100% Natural” Prebiotic Powders Contain Synthetic Complaint
Tags: All Natural Claims, Deceptive Advertising, Deceptive Labels