Because the hype round LaCroix Glowing Water has grown through the years, a part of the intrigue has been the thriller: How do they pack a lot taste into these cans whereas sustaining their declare of “100% Pure, Calorie-Free, Sugar Free, Sodium Free, No Synthetic Sweeteners.” Regardless of repeated questioning, the beverage model has remained elusively coy. However a brand new lawsuit alleges LaCroix might have one other good cause for maintaining its mouth shut: The flavored glowing water won’t be as wholesome because it claims.

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Earlier this week, the legislation agency Beaumont Costales introduced that it had filed a category motion lawsuit in Illinois’s Prepare dinner County in opposition to the Nationwide Beverage Company, makers of LaCroix, alleging that the model makes “false claims to be ‘all pure’ and ‘100% pure.”

“LaCroix has seen great progress in reputation in recent times, pushed presumably by American customers’ growing demand for more healthy meals and beverage choices. Nationwide Beverage Company has seen web gross sales rise from $646 million in 2015 to $827 million in 2017,” Beaumont Costales wrote, asserting the swimsuit. “Nevertheless, LaCroix in actual fact accommodates elements which have been recognized by the Meals and Drug Administration as artificial. These chemical compounds embody limonene, which might trigger kidney toxicity and tumors; linalool propionate, which is used to deal with most cancers; and linalool, which is utilized in cockroach insecticide.”

Much more damning, the legislation agency means that “LaCroix and Nationwide Beverage are conscious of the artificial chemical compounds contained in LaCroix sparking water, and but they deliberately misled customers into believing LaCroix all-natural to be able to drive gross sales of the product.”

As ought to in all probability be anticipated, Nationwide Beverage instantly despatched out its personal assertion that “categorically denies all allegations” calling the lawsuit “false, defamatory and meant to deliberately harm Nationwide Beverage and its shareholders.”

“Pure flavors in LaCroix are derived from the pure essence oils from the named fruit utilized in every of the flavors. There are not any sugars or synthetic elements contained in, nor added to, these extracted flavors,” the corporate defined in its retort. “All essences contained in LaCroix are licensed by our suppliers to be 100% pure. The lawsuit gives no assist for its false statements about LaCroix’s elements.”

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In Nationwide Beverage’s protection, Beaumont Costales assertion solely mentions that their findings had been obtained by way of “testing.”

The lawsuit, which was filed on behalf of Lenora Rice and anybody who bought LaCroix beneath false pretenses, needs LaCroix to change its labeling and promotion, as is searching for an undisclosed quantity of damages.

In the meantime, Nationwide Beverage wrote that it “will vigorously search precise and punitive damages amongst different treatments from everybody concerned within the publication of those defamatory falsehoods.”

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