Coca-Cola’s Vitaminwater alters labelling after health claim complaints
Coca-Cola has adopted new labelling on its Vitaminwater labels in the US settling a lawsuit condemning the beverage’s alleged health claims.
The lawsuit, filed by the Center for Science in the Public Interest in 2009, complained that the drink had 33 grams of sugar, a low volume of juiced fruit and claimed that the “product provides health benefits”.
As a result of the settlement, the Atlanta based company has added ‘with sweeteners’ in two instances on the labelling of its bottles, according to ABC News.
The federal court complaint, issued in the Eastern District of New York, also banned a marketing statements such as “vitamins + water = what’s in your hand,” “vitamins + water = all you need,” and “this combination of zinc and fortifying vitamins can … keep you healthy as a horse.”
Furthermore, the Coca-Cola product can no longer claim that the drink can “support optimal metabolic function with antioxidants that may reduce the risk of chronic diseases”.
A Coca-Cola representative said the company was "pleased to reach an amicable resolution of these cases. Although we remain confident in our legal position, it simply made no sense to continue this costly legal battle."
The firm has three months to start making changes to the labelling, a task which the brand has two years to conclude.
Although Coca-Cola didn’t part with any cash in the settlement, the case reportedly cost it $2.7m.
The case is reminiscent of Red Bull's landmark settlement in 2014 for its claims to boost energy levels and reactions with its 'Gives you wings' rhetoric.