Class Action Says Consumers Misled By ‘All Natural’ Claim on AriZona Beverages Label

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A number of AriZona beverages are falsely labeled as being “all natural” when, in reality, they contain added coloring, a proposed class action alleges. 

The 34-page lawsuit says that the labels of the following AriZona drinks are misleading to consumers given the products contain added coloring such as beta carotene, fruit and vegetable juices and annatto: 

• AriZona Kiwi Strawberry Fruit Juice Cocktail;
• AriZona Lemonade Fruit Juice Cocktail;
• AriZona Mucho Mango Fruit Juice Cocktail;
• AriZona Fruit Punch Fruit Juice Cocktail;
• AriZona Orangeade; 
• AriZona Grapeade;
• AriZona Lemonade Drink Mix; 
• AriZona Golden Bear Strawberry Lemonade; and 
• AriZona Rx Energy.

As the lawsuit tells it, defendant Hornell Brewing Co. has realized that there exists a financial benefit to be derived from selling products purported to be natural. Accordingly, the company labels the above-listed AriZona drinks as “all natural” despite the presence of added coloring, the case alleges. 

“Defendant’s practice of capitalizing on consumers’ preferences for healthier products is deceptive,” the complaint says. “This deception continues today, as consumers continue to purchase the Products under the mistaken belief that they are all natural based on Defendant’s false, deceptive and misleading label claims ‘All Natural.’” 

According to the lawsuit, the FDA does not regard foods with added coloring as natural, no matter the source of the coloring agent. The agency’s guidelines stipulate that “natural” means a product contains nothing artificial or synthetic, including colors regardless of source, that would not normally be expected to be included, the suit relays. 

The case looks to represent consumers who bought any of the AriZona products listed on this page in California for personal consumption and not for resale within the last four years. 

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