Natural claims turn nasty for popular brand

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Natural claims turn nasty for popular brand

By Louisa Hallett - 10/05/2018
Marketers have a tendency to push the envelope when it comes to product claims, and so it is in the "natural" world where one popular brand is being sued for its use of the ambiguous word.

According to Fortune, a class action suit filed against the drink’s parent company alleges that this is a false claim, charging the brand with using a number of artificial ingredients, including linalool, which is used in cockroach insecticide.

The lawsuit claims that parent company, Natural Beverage Corporation, is “intentionally misleading consumers” and aims to “award damages to those who purchased the drink under the assumption that it was all natural.”

Natural Beverage Corporation, for its part, said in a statement that it “categorically denies all allegations.” The flavors of LaCroix, it said, are “derived from the natural essence oils from the named fruit used in each of the flavors. There are no sugars or artificial ingredients contained in, nor added to, these extracted flavors.”

The company’s response further contends that the lawsuit “provides no support for its false statements” and notes that it “stands by” its ingredient statement and “the fact that all the flavor essences in LaCroix are natural.” Natural Beverage Corporation charges the lawsuit with being both false and defamatory, “intended to intentionally damage” the company and its shareholders.

To read the full Fortune report, click here.

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