ST. LOUIS — A class action lawsuit has been filed against Walmart alleging that certain fruit products are mislabeled.
The consumer shift towards healthier food options and a preference for "real" ingredients has led to increased scrutiny of food labels and in this case, Walmart's "Yellow Cling Peaches in 100% Juice" product demonstrates how misleading labeling practices can deceive consumers and drive sales based on false representations, according to a complaint filed in U.S. District Court for the Eastern District of Missouri.
Patricia Matthews claims this class action highlights the importance of transparent and accurate food labeling to ensure consumers can make informed choices about the products they purchase.
In recent years, there has been a significant shift in consumer behavior towards seeking healthier food options, with a particular emphasis on understanding and avoiding additives in their food products, according to the suit.
Consumers are paying closer attention to product labels, leading to a preference for foods labeled as "100%" and made with "real" ingredients, the complaint states.
Matthews claims the trend is supported by a growing aversion to additives, which are non-food substances added to food products for various purposes such as processing aids, color enhancement, flavoring and preservation.
A survey by the International Food Information Council found that nearly 30% of consumers consider additives a top concern, driven by a belief that chemicals in food may pose health risks, according to the suit.
This has led to a demand for foods made with recognizable, naturally occurring ingredients, such as 100% fruit juice, the complaint states.
Matthews claims consumers feel more comfortable when they can identify the ingredients in their food, preferring items with ingredients similar to what they might have in their kitchens.
This consumer shift towards "real" ingredients is partly fueled by media attention highlighting the lack of transparency in the food industry. Studies have also linked negative health effects to foods with chemical additives, further reinforcing consumer preferences for natural ingredients.
Historically, regulations such as the Pure Food and Drug Act of 1906 and the Federal Food, Drug and Cosmetic Act of 1938 were established to protect consumers from misleading food labels, according to the suit. These laws require that food labels accurately represent the product's contents, including any additives or non-food substances.
Matthews claims Walmart's "Yellow Cling Peaches in 100% Juice" product highlights a discrepancy between its front-label claims and actual ingredients.
While the product is marketed as containing only peaches and 100% fruit juice, closer inspection of the fine print reveals additional ingredients such as added water, juice concentrates, natural flavor, lemon juice for seasoning, ascorbic acid and citric acid, according to the suit.
The undisclosed ingredients are cheaper and lack the nutritional benefits and taste of peaches and 100% fruit juice, according to the suit. The addition of water, juice concentrates and synthetic preservatives allows the product to last longer on shelves and alters its taste to mimic that of natural fruit, but at the expense of consumer expectations for a "real" product.
Matthews claims the use of terms like "natural flavor" is particularly misleading, as these additives are created in laboratories using complex processes to imitate the taste of real fruit. However, they do not provide the same health benefits or flavor depth as real fruit.
The product's labeling violates federal and state regulations by not accurately representing its contents.
Matthews claims according to these regulations, the label should include descriptions of added water, juice concentrates, natural flavor and synthetic preservatives like ascorbic acid and citric acid.
Failure to disclose these additives misleads consumers into believing they are purchasing a product made solely from peaches and 100% fruit juice, the complaint states.
The misrepresentation of the product allows it to be sold at a premium price, around $2.48 for four 4 oz cups, which is higher than similar products that are accurately labeled, according to the suit.
Consumers pay this premium under the false assumption that they are purchasing a product made with real, healthy ingredients when in reality, they are receiving a product with cheaper, synthetic additives.
Matthews is seeking monetary damages. She is represented by Daniel F. Harvath of Harvath Law Group in Webster Grove, Mo.
The plaintiff's attorney declined to comment.
U.S. District Court for the Eastern District of Missouri case number: 4:24-cv-00202