7-Eleven Facing Latest Class Action that Challenges Health Claims of Alkaline-Enhanced Water

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7-Eleven, Inc. finds itself as the defendant in the latest proposed class action to take aim at claims made regarding the purported hydration-boosting benefits offered by “alkaline-enhanced” water. The defendant’s product, labeled “Pure Alkaline Water,” is alleged to be “ionically charged” for “intense hydration and a higher pH” compared to standard bottled water. According to the lawsuit, 7-Eleven’s use of authoritative-sounding scientific terms aims to “lend credibility” to its claims that its water can provide hydration in a more effective manner. Moreover, the case says that imagery used by 7-Eleven on the bottle labels—a “distinctive” red cap and red font, to name a few—give reasonable consumers the impression that the water is “not your run-of-the-mill bottled water.” 

The suit alleges that while all these pieces together may give off the notion that the defendant’s claims about its water are “backed by scientific rigor,” the “Pure Alkaline Water” is, in truth, regular, run-of-the-mill water. From the complaint: 

“[The defendant’s] purpose was to mislead consumers who seek foods which have a functional and beneficial effect.

[7-Eleven] is capitalizing on consumer’s [sic] shift from sugary juices and carbonated soft drinks to calorie-free beverages with beneficial properties.”