Coca-Cola Sued Over Simply Orange Brand Marketing

Stueve Siegel Hanson has filed a class action lawsuit against The Coca-Cola Company for violations of the consumer fraud laws and the Missouri Merchandising Practices Act.

The lawsuit alleges that the Defendant has been falsely claiming that its Simply Orange orange juice is "100% Pure Squeezed Orange Juice" and "a pure, natural orange juice with a taste that's the next best thing to fresh-squeezed." In truth, Coca-Cola's Simply Orange is heavily processed and flavored - it is not 100% pure or natural.

Plaintiffs' claim mass marketed orange juice such as Simply Orange cannot be fresh squeezed as fresh squeezed orange juice is unstable and has a short shelf-life. To extend shelf-life, Coca-Cola's Simply Orange undergoes extensive processing which includes the addition of aromas and flavors. This processing changes the essential nature of Simply Orange. It is not "pure, natural orange juice." Rather, it is a product that is extensively processed and manipulated, and engineered in laboratories, and has a shelf-life of more than two months.

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