Pure Brazilian, LLC (‘Defendant”) manufactures Pure Brazilian Coconut Water through two main production steps. The first is the extraction of coconut water through slicing it in half or perforating it at the top, which releases the liquid into a collection tray before being bottled. The second is high pressure processing, where the bottles are subjected to pressure up to 87,000 pounds per square inch (“psi”). This reduces the biological, enzymatic and bacterial activity, but increases shelf life from 3-5 days to 6-8 weeks.
Defendant represents its product as “cold pressed” and “pure” on the front label, while statements on the back stress “Live Pure” and “Drink Pure.”
Cold pressing is a juice extraction method where pressure is applied to the pulp of fruits and vegetables, resulting in the liquids contained therein being released. Consumers pay a premium for a cold pressed juice product because it means more nutrients are retained than if a centrifugal machine like a blender was used.
As alleged, it is false to describe the Products as cold pressed because the juice inside a coconut is not extracted through a pressure mechanism. By highlighting an extraction step and not disclosing the processing step, consumers are misled into believing the Product is not modified from its original state. Reasonable consumers interpret the term “pure” in the context of juice to describe and identify an unprocessed and untreated product. Because coconut water is available in an unprocessed and untreated form, defendant’s “pure” representation falsely signifies that its Products are of a higher quality and value than they actually are.