CATrends: Packed in ‘100% Fruit Juice’

As consumers seek out foods with fewer ingredients, some marketers’ “100%” ingredient claims are coming under scrutiny.

In the last year, class-action lawsuits have been filed against Aldi, Albertsons, Sam’s Club and others accusing the companies of advertising fruit cups and canned fruit as packed in “100% fruit juice” or “100% juice” when the products allegedly contain other ingredients. The claims appear prominently on product labels:

Despite the “100%” marketing on the front label, the ingredient list on the back of these products reveal they contain chemical additives citric acid and ascorbic acid, according to the lawsuits. Both acids are used as flavoring agents and preservatives in many processed foods.

Other companies that have been named in litigation include Walmart (Great Value), Libby’s and Del Monte.

Of the six class actions TINA.org is tracking, only one (Libby’s) remains pending. Aldi reached a settlement agreement, the terms of which were not disclosed. The remaining four lawsuits were voluntarily dismissed.

The bottom line

When attempting to verify the accuracy of these “100%” ingredient claims, don’t rely solely on the marketing that appears on the front of product packaging. Check the actual ingredient list on the back.

Find more of our coverage on ingredient claims here.