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Bill Dance Quoted in Food Navigator-USA on LaCroix Lawsuit

October 2018
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On October 4, Food Navigator-USA quoted Bill Dance on the recent complaint filed against LaCroix Sparkling Waters, which alleges the company's product, advertised as "all natural," is "manufactured using non-natural flavors and synthetic compounds."

Bill commented that the case focuses on whether a reasonable consumer would consider LaCroix to be all natural - not on what is allowed in natural flavors. If, as La Croix claims, its ingredients are derived fairly straightforwardly from plant sources, the plaintiff will have to prove that the processing rendered the ingredients no longer "all-natural" or "100% natural" to a reasonable consumer.

Read the article here.