The Kroger Co. has been hit with a proposed class action that alleges it overstates the health benefits of its Simple Truth Coconutmilk on package labels.
Filed in California, the lawsuit centers on Kroger’s Simple Truth brand of coconut milk, which the suit says is “primarily coconut oil suspended in water.” According to the case, the drink’s label reads, in part:
“Each serving of Simple Truth Coconutmilk is full of great flavor and healthy for you too. Made from real coconuts, it’s an excellent source of calcium…It’s also 100% free of… cholesterol”
The suit argues that Kroger markets Coconutmilk with false wellness claims while failing to disclose that the drink is high in saturated fat and added sugar, which the case says increases the risk of heart disease, diabetes, obesity, inflammation and other health problems.
Moreover, the lawsuit claims Kroger makes unauthorized nutrient content claims by using the term “healthy” on product labels and claiming the drink is “100% free of…cholesterol.” According to the lawsuit, the product fails to meet federal law’s specific requirements regarding nutrient content to be labeled as such.
“Consumers are generally willing to pay more for foods they perceive as being healthy, or healthier than other alternatives,” the complaint says, adding that health-conscious consumers were tricked into paying a premium for Simple Truth Coconutmilk based on its deceptive packaging.