Coca-Cola is facing accusations over how it markets its Simply Orange brand

This story originally appeared on just-drinks yesterday (2 April), but is being published again today due to a technical error.

The Coca-Cola Company is facing legal action over an allegation of misleading marketing of its Simply Orange juice brand. 

A lawsuit has been filed at Illinois Northern District Court by consumer Randall Davis claiming that Coca-Cola has misreprented the product as "natural" in its marketing. 

The lawsuit states: "The Coca-Cola Co has been falsely claiming that its heavily processed, designed and modified 'not-from-concentrate' Simply Orange orange juice is '100% Pure Squeezed Orange Juice”'and 'a pure, natural orange juice with a taste that’s the next best thing to fresh-squeezed'."

It adds: "In truth, Coca-Cola’s Simply Orange is heavily processed and flavoured – it is not 100% pure or natural."    

However a statement from Coca-Cola said: "Simply and Minute Maid juices are great-tasting, 100% juices and, like all our products, are properly labeled in full accordance with FDA regulations. 

"This lawsuit has nothing to do with misleading consumers and everything to do with lining class action lawyers’ pockets.  It is a meritless case against which we will vigorously defend ourselves."