Organic 365 Honey Graham Crackers Sugar, White Flour Content Class Action

Were graham crackers named after a man called Graham? Yes, and so was graham flour—the kind of flour graham crackers are expected to contain. The complaint for this class action, against Whole Foods Market Group, Inc., alleges that Organic 365 brand Honey Graham Crackers are misleadingly labeled, because they do not contain sufficient proportions of either honey or whole-grain flour.

Graham flour, according to Wikipedia, “is a type of coarse-ground whole wheat flour named after Sylvester Graham.” Graham was a Presbyterian minister, known as the “Father of Vegetarianism” in the US. Wikipedia notes, “His preaching inspired the graham flour, graham bread, and graham cracker products.”

The front of the Organic 365 product prominently features the words “Honey Graham Crackers” and show an image of graham crackers and a honey dipper in a bowl of honey. According to the complaint, the Organic 365 crackers therefore “purport[] to be sweetened primarily with honey and [to contain] a predominant amount of whole grain graham flour…”

However, the fine print on the ingredient panel tells a different story.

Ingredient panels list ingredients in order of predominance. A product contains more of an ingredient that appears earlier in the list than one that appears later in the list. The first two items on the Honey Graham Cracker panel are “Organic Wheat Flour” and “Organic Cane Sugar.” After this come sunflower seed, safflower seed, and canola oils. Only after these five items are “Organic Whole Wheat Flour” and “Organic Honey” listed. In short, according to the order of the ingredients listed, the product contains more wheat flour than whole wheat flour and more sugar than honey.

Why would a company create a different impression? According to the complaint, consumers these days avoid sugar and want to have healthier diets. They are likely to look more favorably on products sweetened with honey rather than sugar and made with whole grains rather than ordinary wheat flour.

Consumers perceive honey to be healthier than sugar. Also, the complaint says, “In wole grain flour, all three parts of the grain are used as opposed to white flour, which only uses the endosperm.” Consumers perceive whole grain flour to be healthier than white flour and believe it contains more fiber.

The complaint quotes a Huffington Post article that refers to a 2015 Nielsen survey of 30,000 people, in which 90% said they were “willing to pay more for the added quality and benefits” of healthier foods.

The classes for this action are all buyers of the honey graham products in New York and the other forty-nine states, during the applicable statute of limitations.

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Organic 365 Honey Graham Crackers Sugar, White Flour Content Complaint

February 13, 2020

Were graham crackers named after a man called Graham? Yes, and so was graham flour—the kind of flour graham crackers are expected to contain. This complaint alleges that Organic 365 brand Honey Graham Crackers are misleadingly labeled, because they do not contain sufficient proportions of either honey or whole-grain flour.

Organic 365 Honey Graham Crackers Sugar, White Flour Content Complaint

Case Event History

Organic 365 Honey Graham Crackers Sugar, White Flour Content Complaint

February 13, 2020

Were graham crackers named after a man called Graham? Yes, and so was graham flour—the kind of flour graham crackers are expected to contain. This complaint alleges that Organic 365 brand Honey Graham Crackers are misleadingly labeled, because they do not contain sufficient proportions of either honey or whole-grain flour.

Organic 365 Honey Graham Crackers Sugar, White Flour Content Complaint
Tags: Contains Too Little of Featured Ingredients, Deceptive Advertising, Deceptive Labels