Trader Joe’s, the budget grocery store chain, has built its customer base by providing low-cost, eponymously branded natural foods. While the chain can still lay claim to its penny-pinching penchant, its assertion that its products are “all natural” has become a matter of legal dispute. In late October, Trader Joe’s was hit with a consumer class action suit over the authenticity of its products’ ingredients. The suit, filed in federal district court in San Francisco by customers, accuses the California-based company of mislabeling products such as Joe-Joe’s Chocolate Vanilla Creme Cookies as “all natural” because they contain synthetic ingredients such as potassium carbonate.
The Trader Joe’s class action is the latest volley fired in the burgeoning fight between consumers and food companies over product labeling.
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