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Clover Valley “Honey Graham Crackers” Misleading Name Class Action

The product at issue in this class action is Clover Valley brand Honey Graham Crackers, made by Dollar General Corporation. According to the complaint, both the “graham” and the “honey” claims on the front label are misleading and cause consumers to believe that the product contains more whole grain and honey than is really included in it.

Two classes have been defined for this action:

  • The Illinois Class is all persons in Illinois who bought the product during the applicable statutes of limitations.
  • The Consumer Fraud Multi-State Class is all persons in Iowa and Arkansas who bought the product during the applicable statutes of limitations.

One the front label of the package, the largest word is “Graham” and the second-largest is “Honey.” Other representations include a honey dipper dripping with honey and a pile of brown graham crackers, and the phrases “Made with Real Honey,” and “Contains 8g whole grain per serving.”

The complaint quotes two dictionary definitions of “graham cracker:” “a slightly sweet cracker made of whole wheat flour” and “a semisweet cracker, usually rectangular in shape, made chiefly of whole-wheat flour.” The complaint states, “This whole grain content distinguishes a graham cracker from other crackers and cookies made with mostly enriched flour, also referred to [as] ‘white flour’ or ‘refined flour.’”

Consumers generally regard whole wheat products as healthier than white flour products. The complaint claims, “The 2015 Dietary Guidelines for Americans recommended that at least half of the grains in a healthy diet should be whole grains.” Whole grain flours use all three parts of the grain, whereas white flour includes only the endosperm. They also contain more fiber.

According to the complaint, “[r]easonable consumers expect a food identified by the name of a whole grain flour will contain mainly whole grain flour, and more whole grain flour than if the food was merely labeled, ‘Crackers.’”

However, the ingredient panel for the Honey Graham Crackers lists “Enriched Flour” first and only after that “Graham Flour (Whole Wheat Flour),” showing that the crackers contain more white flour than graham flour.

The Food and Drug Administration (FDA) has warned companies about the use of the term “whole grain.” “Depending on the context in which a ‘whole grain’ statement appears on the label, it could be construed as meaning that the product is ‘100 percent whole grain.’ We recommend that products labeled with ‘100 percent whole grain’ not contain grain ingredients other than those the agency considers to be whole grains.”

The very next item on the ingredient panel, after Graham Flour, is “Sugar;” “Honey” is found farther down. This indicates that the primary sweetener for the product is not honey but sugar, which many consumers are trying to avoid. The complaint alleges that the crackers contain a flavoring that imitates honey, misleading consumers to believe the product contains more honey than it does.

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Clover Valley “Honey Graham Crackers” Misleading Name Complaint

October 23, 2021

The product at issue in this class action is Clover Valley brand Honey Graham Crackers, made by Dollar General Corporation. According to the complaint, both the “graham” and the “honey” claims on the front label are misleading and cause consumers to believe that the product contains more whole grain and honey than is really included in it.

Clover Valley “Honey Graham Crackers” Misleading Name Complaint

Case Event History

Clover Valley “Honey Graham Crackers” Misleading Name Complaint

October 23, 2021

The product at issue in this class action is Clover Valley brand Honey Graham Crackers, made by Dollar General Corporation. According to the complaint, both the “graham” and the “honey” claims on the front label are misleading and cause consumers to believe that the product contains more whole grain and honey than is really included in it.

Clover Valley “Honey Graham Crackers” Misleading Name Complaint
Tags: Contains Too Little of Featured Ingredients, Deceptive Advertising, Deceptive Labels