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King’s Hawaiian Rolls Not Made in Hawaii New York Class Action

King’s Hawaiian, LLC is known for its small, sweet, rounded dinner rolls that are made with added sugar and pineapple juice, which it sells as Hawaiian rolls. But the complaint for this class action alleges that King’s packaging suggests that the rolls are made in Hawaii and that this is false and deceptive.

The class for this action is all those who live in New York who bought the product during the applicable statutes of limitations.

Hawaiian rolls, the complaint claims, are based on Portuguese sweet bread. Page 2 of the complaint shows an image of the front of a package. The center of the package bears a crown-shaped label that says “King’s Hawaiian.” Below that, in a small font, are the words “Hilo, Hawaii.” Below the crown-shaped label is a long, reddish-brown rectangular label that says, “Original Hawaiian Sweet Rolls.” The front also contains a red-orange panel with images of tropical flowers and leaves that extends from the very top seam of the package and underneath the crown, ending at the top of the reddish-brown rectangle.

The next two-plus pages of the document show competing brands of Hawaiian rolls, some of which also show tropical flowers or other Hawaiian elements. However, King’s is the “market leader” for the rolls because they invented them.

However, the complaint contends that consumer these days “seek brands that are genuine—Hawaiian Sweet Roles [sic] from Hawaii, Mexican beer from Mexico, Italian tomatoes from Italy, etc.” It claims that “authenticity” is now as important as quality as a reason to choose one product over another.

The complaint alleges, “The Product’s advertisements, marketing and labeling emphasize this Hawaiian heritage, through the company name of King’s Hawaiian, the food name of Sweet Hawaiian Rolls and its unique orange floral trade dress.”

In addition, the front label bears the words, “Hilo, Hawaii.” The complaint contends, “Coupled with the legitimate and non-misleading use of a company name—King’s Hawaiian—and the name of the food—Sweet Hawaiian Rolls—the front label statement of “Hilo, Hawaii” causes consumers to believe the Product is made in Hawaii.”

Unfortunately, the complaint claims, the product is not made in Hawaii but in California. While the company was founded in Hilo, the rolls are no longer made there.

The complaint alleges that the indications of Hawaii are deceptive and misleading to consumers, making them believe the product is made in Hawaii. Also, the complaint alleges that the product, priced at $3.99 for a package of twelve, costs more than it would well for “absent the misleading representations.”

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

King’s Hawaiian Rolls Not Made in Hawaii New York Complaint

December 25, 2020

King’s Hawaiian, LLC is known for its small, sweet, rounded dinner rolls that are made with added sugar and pineapple juice, which it sells as Hawaiian rolls. But the complaint for this class action alleges that King’s packaging suggests that the rolls are made in Hawaii and that this is false and deceptive.

King’s Hawaiian Rolls Not Made in Hawaii New York Complaint

Case Event History

King’s Hawaiian Rolls Not Made in Hawaii New York Complaint

December 25, 2020

King’s Hawaiian, LLC is known for its small, sweet, rounded dinner rolls that are made with added sugar and pineapple juice, which it sells as Hawaiian rolls. But the complaint for this class action alleges that King’s packaging suggests that the rolls are made in Hawaii and that this is false and deceptive.

King’s Hawaiian Rolls Not Made in Hawaii New York Complaint
Tags: Deceptive Advertising, Deceptive Labels, Place of origin