Jamba Juice Latest Target for “All Natural” Class Actions

The Jamba Juice Company is the latest company defending itself against charges that it making allegedly deceptive “all natural” claims.  In a class action complaint filed in the Northern District of California on March 12, 2012, plaintiffs contend that Jamba Juice’s at-home smoothie kits are “prominently labeled as ‘All Natural'” but include “unnaturally processed,  synthetic and/or non-natural ingredients” including ascorbic acid, citric acid, xanthan gum and steviol glycosides.”  The complaint asserts that these ingredients do not meet the dictionary definition of natural — “existing in or produced by nature: not artificial.”   It thus asserts that these products are deceptive and misleading to consumers who are willing to pay a premium for food products they perceive to be “healthy, organic and/or natural.”

The Complaint can be found here.