Naked Juice Pays for Not Telling the Naked Truth

When you’re too busy to sit down and eat your fruits and veggies, paying more than $3 for a bottle of presumably healthy juice to fill that vitamin void seems to make sense, right? Naked Juice came under scrutiny, though, when a handful of its customers discovered that the company, owned by PepsiCo, was filling their empty stomachs with empty “all-natural” promises.

A $9 million settlement followed consumer questions about advertising and labeling claims like: “100% Juice,” “100% Fruit,” “All Natural,” “All Natural Fruit and Boosters,” “Non-GMO,” and “Added Boost of Vitamins.”

These claims were disputed in major media reports that confirmed the drinks contain genetically altered soy and synthetic vitamins created by Archer Daniels Midland.

PepsiCo’s response was removing “all-natural” from labels and advertisements and agreeing to a settlement that pays up to $45 (with no proof of purchase) or up to $75 (with proof of purchase) to those who have bought qualifying juices in the past seven years. The only public statement PepsiCo made about the incident was on a concerned customer’s Facebook post on Naked Juice’s wall; their response was that “Until there is more detailed regulatory guidance around the word ‘natural’ ―we’ve chosen not to use ‘All Natural’ on our packaging.”

All-natural is still a gray area in the food industry, and until it is better regulated, labels and advertisements continue to include it. Meant as a distinguishing element for brands, all-natural is used to persuade consumer that what they are putting in their bodies is safe and healthy. The issues arise when the “all natural” on the label describes only the fruits and vegetables that go into a product and not the genetically altered additives that are also inside the bottle.

In the end, though, is it up to a company trying to satisfy shareholders to make sure that consumers are completely aware of what they are putting in their bodies, or is it up to us to check out the claims on the label and see the truth behind the product?

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2 Responses to Naked Juice Pays for Not Telling the Naked Truth

  1. abueso says:

    I was shocked to find out Naked Juice weren’t as healthy as they seemed. With the whole “organic” and “all natural” trend going around, people are supposed to believe that anything that contains those words is pretty healthy. When I go to the grocery store I tend to look at the amount of calories and sugar the product has, sometimes I look at the products ingredients but not as often. I do believe it is up to the product to be as truthful as it can when it comes to their main label because that is the first thing people notice. If they are NOT all natural then just don’t include that in your main label.

  2. Gabi S says:

    I think that it us totally up to the company to make sure that their consumers are completely aware of what they are putting in their bodies. We are buying their product because we believe what they have listed on the front of the bottle, and all the ingredients are true. I don’t think its fair for the consumer to have to do outside research on a product that advertises themselves as something so healthy only to find out they aren’t as healthy as they say. I also find it crazy that Naked had nothing more but a comment on a Facebook wall post. I think Naked should of made a bigger announcement about the truth on their product. After this presentation I definitely was disappointed in Naked and Pepsi Co.

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