Naked Juice “Pure” Coconut Water with Flavors Class Action

If a product is labeled “pure,” can it contain other, unrelated ingredients? The complaint for this class action alleges that Naked Juice Co. of Glendora, Inc. deceives consumers when it labels a product as being “Pure Coconut Water” (in large, prominent letters) but also adds “With Other Natural Flavors” (in small letters, at the bottom of the packaging).

The class for this action is all purchasers of the product who live in New York and the other forty-nine states, during the applicable statutes of limitations.

The representations on the front of the product, “Pure Coconut Water” and “With Other Natural Flavors,” are widely separated. The first is prominent and noticeable at a glance; the second is in a small font, down at the bottom of the container, “above a background which makes identifying the statement difficult[,]” the complaint says.

Why are these representations misleading? The complaint alleges, “Reasonable consumers understand the term ‘pure’ to describe a food without any added ingredients.” Also, it says, the “dictionary defines ‘pure’ as ‘without any extraneous and unnecessary elements.”

According to the complaint, “[c]onsumers are misled because they will think the Product’s added flavors come from coconuts, given the description of the Product as ‘pure.’”

But the product is not pure, the complaint argues, because of the “other natural flavors.” The complaint claims, under food laws, ‘[t]he term ‘with other natural flavor’ refers to flavors that are from sources other than coconut.”

Therefore, the complaint flatly claims, the “branding and packaging of the Product is designed to—and does—mislead and defraud” consumers.

A reproduction of the product’s ingredient panel appears in the complaint, listing only “Organic Coconut Water” and “Natural Flavor.” The “natural flavor” is not further described.

The complaint claims, “As a result of the false and misleading labeling, the Product is … sold at a premium price, approximately no less than $2.29 for 16.9 oz, excluding tax, compared to other similar products represented in a non-misleading way, and higher than the price of the Product if it were represented in a non-misleading way.

According to the complaint, the plantiff, Ruby Harrisingh, “bought the Product at or exceeding the above-referenced prices because she liked the product for its intended use, [and] expected its components to only be from coconuts, because that is how she understood the term ‘Pure.’”

The counts in this case include the Consumer Protection Statutes that are part of New York’s General Business Law; negligent misrepresentation; breaches of express warranty, implied warranty of merchantability, and the Magnuson Moss Warranty Act; fraud; and unjust enrichment.

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Naked Juice “Pure” Coconut Water with Flavors Complaints

August 29, 2020

If a product is labeled “pure,” can it contain other, unrelated ingredients? The complaint for this class action alleges that Naked Juice Co. of Glendora, Inc. deceives consumers when it labels a product as being “Pure Coconut Water” (in large, prominent letters) but also adds “With Other Natural Flavors” (in small letters, at the bottom of the packaging).

Naked Juice “Pure” Coconut Water with Flavors Complaints

Case Event History

Naked Juice “Pure” Coconut Water with Flavors Complaints

August 29, 2020

If a product is labeled “pure,” can it contain other, unrelated ingredients? The complaint for this class action alleges that Naked Juice Co. of Glendora, Inc. deceives consumers when it labels a product as being “Pure Coconut Water” (in large, prominent letters) but also adds “With Other Natural Flavors” (in small letters, at the bottom of the packaging).

Naked Juice “Pure” Coconut Water with Flavors Complaints
Tags: "Pure" Product Contains Other Substances, Deceptive Advertising, Deceptive Labels