Simply Orange Juice lawsuit [View all]

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July 19, 2024
Simply Orange Juice Lawsuit
by Ronald V. Miller, Jr.



A new consumer class action lawsuit was recently filed against Coca-Cola Company, alleging that the company falsely markets its Simply Tropical Juice as all-natural while failing to disclose that they contain high levels of PFAS (per- and poly-fluoroalkyl substances). PFAS are harmful chemicals that have been linked to various health problems.

Can you bring a Simply Orange lawsuit? We talk about that below and give you a July 2024 update on where this litigation stands.

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July 2024 Update

A federal judge dismissed a complaint alleging that Coca-Cola Company’s Simply Tropical juice contains harmful “forever chemicals” after ruling that the lead plaintiff, Joseph Lurenz, lacked standing to sue.

Lurenz claimed that the product, advertised as all-natural, contains per- and polyfluoroalkyl substances (PFAS), which can have adverse health effects. He based his allegations on independent testing of a sample, but did not test the specific product he purchased. The judge pointed out that Lurenz’s allegations were similar to other unsuccessful claims and stated that Lurenz’s failure to test the purchased product and lack of evidence that PFAS presence was widespread led to the dismissal.

Despite this dismissal, the litigation might not be entirely over. Judge Roman granted Lurenz leave to amend his complaint to address the deficiencies in standing. This means Lurenz has the opportunity to provide additional evidence or arguments to support his claim that the products he purchased were misbranded due to the presence of PFAS. If his lawyers can adequately demonstrate that the specific products he bought contain PFAS and that such contamination is widespread, this class action may still have a viable case.

We flush this out more below.
Simply Orange

The Simply Orange Juice Company (Simply), established in 2001 and a subsidiary of The Coca-Cola Company (Coke), began as a producer and seller of orange juice. Over time, Simply expanded its product range to include various fruit juices, smoothies, and nut milks.

Simply is doing really well. It is the leading chilled juice brand in the United States, generating over $2 billion in annual retail sales. As a dominant player in this highly profitable market, the defendants have a strong motivation to retain their market share. This is especially pertinent given the growing consumer demand for beverages that are both safe and natural, devoid of artificial ingredients.

To leverage this demand, Simply’s marketing strategy aggressively targets health-conscious consumers, prominently featuring “all natural” claims on its product packaging.

About PFAS

Per- and polyfluoroalkyl substances (PFAS) are a group of synthetic chemicals that are used in a wide variety of products because of their ability to resist deterioration from water, grease, oil, and other substances. PFAS are frequently called “forever chemicals” because the same properties that make them resistant to deterioration from water and oil also make them resistant to being broken down once released into the environment or the human body.

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PFAS tend to build up and accumulate over time inside the body where they can cause major internal problems. PFAS exposure can lead to increased risk of many different types of cancer including. PFAS have also been linked to liver damage, fertility issues, hormone problems, and other health issues.