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    Hey guys don't know if anyone saw this but here you go. Looks like someone just trying to get money but you never know.

    Vita Coco Faces False Advertising Suit
    Updated: Thursday, 11 Aug 2011, 3:25 PM EDT
    Published : Thursday, 11 Aug 2011, 3:25 PM EDT
    (NewsCore) - The makers of Vita Coco coconut water might have to shell out more than $5 million over charges that their "super-hydrating" beverages are not all they are cracked up to be, according to a suit filed Thursday morning.
    The Manhattan federal court filing said Vita Coco -- whose adherents include company investor Madonna and pop star Rihanna, who is featured in a new ad blitz -- falsely claims to have "15 times the electrolytes found in sports drinks."
    The suit cited a recent study by that found "at least some" Vita Coco flavors had "significantly less" sodium and magnesium than advertised.
    The suit also alleged that a "confidential witness" has revealed that manufacturer All Market Inc. -- which expects to ring up $100 million in sales this year -- "knew or should have known of this discrepancy for years."
    "This witness was specifically told that the packaging used and preservatives in Vita Coco products degrade the nutritional contents," court papers said.
    The class-action complaint charges All Market with deceptive trade practices, false advertising and fraud.
    It was filed by Florida lawyer Stacey Fishbein on behalf of anyone who has purchased the premium-priced beverages -- which cost about $2 for an 11-oz. carton -- since 2007.
    Vita Coco spokesman Arthur Gallego said, "we are confident that Vita Coco continues to be an excellent, all natural source of hydration and that our products' nutrition labels are accurate and in compliance with the FDA."
    "In fact, Vita Coco coconut water is regularly reviewed by an independent third party to ensure the electrolyte levels stated on our nutritional label are consistent with the amount in our coconut water," he added.

    Read more: Vita Coco Faces False Advertising Suit

  • #2
    I noticed that requires a paid membership just to read reports on nutritional analyses. So, in a way it's not really a consumer-oriented lab if we can't read their reports to expand our consumer opinions. So, I can't say for sure whether the process used to analyze the contents of a product was legit or flawed.


    • #3
      meh. You kinda deserve it if you're paying $4 for a package of coconut water.
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