That’s It Nutrition, LLC manufactures and sells snack food products under the brand “That’s it.” The Products consist of (1) fruit bars, (2) fruit bars with added spicy ingredients, (3) chocolate-covered fruit pieces (4) vegetable bars. The products labeling claim: “No Purees or Juices,” “No Sulfur or Sulfites,” “No Sugar Added,” “No Preservatives,” the “2 ingredient snack,” “Just Fruit” and “Fruit is all we use.” According to the complaint, the labeling conveys that the defendant was responsible for taking the whole intact fruit, washing it, dicing or chopping it, then mashing it together to form the final bar, so that the product can credibly attest that it contains ingredients identified by a collective name.
As alleged, by listing ingredients with a collective name, a reasonable consumer gets the impression that the raw material existed in its whole, intact form, which means the products are necessarily fresher because its component ingredients were not made years ago and sat on a warehouse shelf until the time they were used in the products. It is misleading, however, to list ingredients with a collective name because consumers are unable to distinguish the value, quality and nature of the actual ingredients prior to purchase.
The complaint claims the labeling is misleading because That’s It does not convert whole, intact fruits or vegetables into the final product. Rather, the Products contain ingredients which have already been subjected to various levels of processing and transformation such that designating them by their collective name is misleading. The Complaint contends that rather than containing fruit, the bars are made from a highly processed fruit powder.