Hello Toothpastes Falsely Advertised as Free of Artificial Sweeteners, Class Action Says

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A proposed class action alleges Hello Products has falsely advertised that its Hello-brand toothpastes are made with no artificial sweeteners.

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According to the 17-page case, Hello Products has intentionally labeled its toothpastes with the “false and misleading” claim that they contain “no artificial sweeteners.” In truth, the products are made with two synthetic sweeteners, sorbitol and xylitol, the complaint says.

The lawsuit explains that sorbitol and xylitol are synthetic chemicals made from the hydrogenation of starch or glucose syrups and the hydrogenation of xylose, respectively. Per the suit, hydrogenation is a synthetic reaction that alters the chemical makeup of natural substances such that they are “different than how they naturally occur.” 

The case argues that the defendant, which hires professional chemists to create its products’ chemical formulas, “knew or should have known” that adding sorbitol and xylitol to its toothpastes would mean adding artificial sweeteners.

The plaintiff, an Illinois consumer, says she purchased Hello Fresh Naturally Whitening Fluoride Toothpaste with Farm Grown Mint in January 2023 with the expectation that the product would be sweetened with only natural ingredients. The woman says she would not have paid as much for the toothpaste, or would not have bought it in the first place, had she known it contained two artificial sweeteners.

“As a result of Defendant’s fraudulent labeling, Plaintiff and the Class have been misled into purchasing Products that did not provide them with the benefit of the bargain they paid money for, namely that the Products would contain no artificial sweeteners,” the filing states.

The complaint contends that Hello Products’ alleged misrepresentations allow it to sell “non-premium” toothpastes at premium prices. 

The lawsuit looks to represent anyone within the United States who, within the past five years, purchased any of the following products:

• Hello fresh naturally whitening fluoride toothpaste farm grown mint;
• Hello activated charcoal fluoride free toothpaste fresh mint and coconut oil;
• Hello antiplaque + whitening fluoride free toothpaste farm grown peppermint;
• Hello unicorn sparkle fluoride toothpaste bubble gum;
• Hello bye bye bacteria fluoride toothpaste;
• Hello kids dragon dazzle fluoride toothpaste;
• Hello kids fluoride free toothpaste natural watermelon;
•  Hello activated charcoal epic whitening fluoride toothpaste;
• Hello wild strawberry kids fluoride toothpaste;
• Hello antiplaque + whitening toothpaste tablets;
• Hello kids juicy grape fluoride toothpaste;
• Hello toddler training toothpaste apple flavor;
• Hello activated charcoal toothpaste tablets;
• Hello good night lavender and chamomile fluoride free toothpaste;
• Hello good morning meyer lemon fluoride free toothpaste;
• Hello watermelon toothpaste tablets;
• Hello gum nourishmint fluoride toothpaste; and
• Hello freakin’ fresh + whitening fluoride free toothpaste.

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