A proposed class action contends that Suja cold-pressed juice is not as fresh as consumers are led to believe.
The 14-page lawsuit says that although the apple and beet juice blend is touted as cold-pressed, the Suja Life product is subject to additional high-pressure processing for preservation purposes after it is cold pressed.
According to the suit, juice subject to high-pressure processing is “no longer fresh,” and it is misleading for Suja Life to describe the product as “cold-pressed” without “an equivalent and conspicuous disclosure of this processing step.”
The labels of other brands of cold-pressed juices plainly disclose the treatment the product undergoes after the juice is sourced from fruits and vegetables, the complaint relays. In place of a prominent disclosure, Suja includes toward the bottom of product labels a seal that states “High Pressure Certified,” in a position “where consumers are unlikely to notice it and have no idea what it refers to,” the lawsuit says.
“No visible explanation is provided for what this term means,” the complaint reads.
Moreover, the Suja juice is often sold alongside competitor products that have not undergone any treatment other than being cold pressed, which fortifies the impression among consumers that it is “not subsequently treated,” the case states.
The suit contends that Suja juice, despite how it is labeled, is “not fresh and has more in common with juices sold in standard refrigerator cases because it is highly processed after being cold-pressed.”
It’s on the back label of the product that Suja directs consumers to a webpage about high-pressure processing, a non-thermal treatment method used to preserve juice for up to 60 days, the filing says. According to the case, juice that’s high-pressure processed “is no longer fresh,” and it is misleading for Suja to claim that its juice is “cold-pressed” without also conspicuously disclosing the additional processing.
The lawsuit looks to cover consumers in New York, Nevada, Wyoming, Louisiana, Mississippi, Alaska, Montana, South Carolina, Tennessee and West Virginia who bought Suja-brand juice within the applicable statute of limitations period.
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