Published on July 8th, 20210
CATrends: Where’s the Fruit?
Instead, the lawsuits allege, the fruit flavor derives from a lab and is the product of mixing real-fruit extracts with additives and solvents, resulting in a “synthesized, stripped-down version” of the fruit depicted on the label. Or in the case of Kashi’s “ripe strawberry” breakfast bars, the gooey strawberry filling “enlarged to show tastiness” on the front label is “mostly made up of pear and apple ingredients,” according to a lawsuit against the company filed in May. The lawsuit cites the ingredients list on the side label, which lists “strawberry puree concentrate” as the fifth most predominant ingredient in the strawberry filling, after pear juice concentrate, tapioca syrup, cane sugar and apple powder.
Other food and beverage brands accused of deceptively marketing where they get their fruit flavor, in violation of state and federal labeling regulations, include Poland Spring (raspberry lime sparking water), Tostitos (“hint of lime” tortilla chips), and Vizzy (pineapple mango hard seltzer). The lawsuits argue consumers reasonably expect to receive the health benefits of the advertised fruit, but because the fruit ingredient is often natural or artificial flavor (which actually aren’t all that different when it comes to composition), they aren’t getting any of those benefits.
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