A lawsuit charges that LaCroix's natural water is full of synthetic ingredients. But the lawsuit looks like a crock. [Los Angeles Times (CA)]
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Source: Los Angeles Times
A lawsuit charges that LaCroix's natural water is full of synthetic ingredients. But the lawsuit looks like a crock. The LaCroix brand of fizzy water came seemingly out of nowhere in the last few years, propelling its parent company to nearly $1 billion in annual sales and tripling its profits to $149.8 million since 2015. So perhaps it’s natural that the brand would attract hassles, the way noisy parties attract complaints from the neighbors, followed by a knock on the door from the cops. In this world, there’s no gain without pain. National Beverage Corp., the owner of LaCroix, got a knock on the door from the Securities and Exchange Commission in June, asking about some of its sales metrics. But a more interesting challenge came on Oct. 1 from a Chicago law firm alleging in a lawsuit that the brand’s claim to be “all natural” is bogus — that in fact its flavored seltzers are chock full of “chemical compounds that have been adjudged synthetic and/or artificial by the Food and Drug A
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