For anyone trying to get off a soda addiction, transitioning to sparkling water is a great alternative.
Either plain or flavored, this beverage is a tasty delight, and no one knows this more than LaCroix, a company that has been selling canned seltzer since 1981.
Founded in La Crosse, Wisconsin by the G. Heileman Brewing Company, this Midwest drink grew in popularity nationwide, with its parent company National Beverage Corporation having net sales of $827 million in 2017.
But despite being a successful company it doesn't mean LaCroix, which offers 21 flavors ranging from pure to key lime, is immune to controversy, as they are being sued for falsely claiming their drinks are "100% natural."
On October 1, Beaumont Costales filed a class-action lawsuit against National Beverage on behalf of Lenora Rice and "all those injured by the popular sparkling water brand's false claims."
According to CBS Philadelphia, The New Orleans law firm argue that while the sparkling water brand intentionally made false claims to be "all natural' and "100% natural," testing showed it contains linalool - a liquid used in cockroach insecticide - along with other synthetic ingredients.
"LaCroix in fact contains ingredients that have been identified by the Food and Drug Administration as synthetic," the lawsuit obtained by CBS reads.
"These chemicals include limonene, which can cause kidney toxicity and tumors; linalool propionate, which is used to treat cancer; and linalool, which is used in cockroach insecticide."
The law firm seeking the sparkling water company to cease branding itself as "natural," and award punitive damages to those who've bought the beverage under false pretenses.
National Beverage's Response
However, National Beverage Corp. denies the allegations, adding that the lawsuit was filed "without basis in fact or law regarding the natural composition of its LaCroix sparkling waters."
"The United States Food and Drug Administration (FDA) considers 'natural' on a food label to be truthful and non-misleading when 'nothing artificial or synthetic (including all color additives regardless of source) has been included in, or has been added,'" the company responded in a statement.
"The lawsuit and the companion release that was published this afternoon were false, defamatory and intended to intentionally damage National Beverage and its shareholders."
"National Beverage will vigorously seek actual and punitive damages among other remedies from everyone involved in the publication of these defamatory falsehoods."
Only time will tell where this lawsuit will lead.
[H/T: CBS Philadelphia]