Trader Joe's Latest Retailer to Face Claims of Fake Truffle Olive Oil

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Two consumers claim in a proposed class action against Trader Joe’s that the company has deceived and misled customers by misbranding its Black Truffle Flavored Extra Virgin Olive Oil. According to the complaint, Trade Joe’s touts its truffle oil as being flavored by actual black truffles, a claim the lawsuit says is fabricated and has caused consumers to pay top-dollar for an ostensibly rubbish product.

“The mislabeling of Trade Joe’s Truffle Oil renders the product completely worthless,” the lawsuit quarrels. “By mislabeling its products, Trader Joe’s dupes consumers into purchasing something that is not truffle oil,” adding that the health-centric food seller “commands a 34 percent price premium, per fluid ounce” over competing brands.

The case attacks Trader Joe’s opportunistic handling of “an environment ripe for fraudulent behavior,” a landscape in which entities like Trader Joe’s have allegedly tricked consumers into buying products that are not what they seem.