Consumer Sues Pure Brazilian Over Allegedly False ‘Cold Pressed’ Labels

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Pure Brazilian, LLC is on the receiving end of a proposed class action lawsuit that claims its name brand coconut water is falsely advertised as “cold pressed,” which the case says implies to consumers that the product is healthier than it actually is.

The lawsuit explains that consumers seek out and are willing to pay more for “cold pressed” beverages that are not highly processed and are as close as possible to their original form. According to the complaint, despite the “cold pressed” claims on Pure Brazilian’s product labels, the coconut water is subjected to an additional processing step involving a high amount of pressure that extends its shelf life while eliminating some of its nutritional properties. The suit argues that this step is not disclosed on the products’ labels and that instead, the defendant includes warnings such as “HIGHLY PERISHABLE” that further imply the coconut water is “not modified from its original state.”

On top of that, the plaintiff claims he spent at least $4.99, a premium price, for the product based on the defendant’s allegedly false representations.