Insisting on the Truth
As consumers I think that most of us take the labeling of food products to be more or less truthful, but we also have doubts about just what the terms mean. For example there has been quite a bit of controversy about the meaning of “organic”.
Tropicana Products, Inc., which is owned by PepsiCo and dominates the market for orange juice and orange juice blends with more than $5 billion in annual sales, has been sued in a federal court in Sacramento, California, for deceptive advertising. According to the suit, which seeks class action status to represent all U.S. purchasers, the company deceives consumers by claiming that its Pure Premium juice is “100% pure and natural” when in fact the juice is put through extensive processing, adding aromas and flavors that change its “essential nature” and give it a longer shelf life.
Tropicana responds that it remains committed to offering great tasting 100 per cent orange juice with no sugars or preservatives.
How this lawsuit will turn out is anybody’s guess, but manufacturers should take heed that their advertising better be truthful within the ordinary meaning of the words which are used or they may well be facing litigation.
Category: General
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