beverages

Vitaminwater Agrees To Cease Health Claims On Labels To Settle Lawsuit

Vitaminwater has agreed to drop health benefits claims and add the words "with sweeteners" in two places on its label in order to settle a class action suit filed against parent Coca-Cola in 2009 by the Center for Science in the Public interest (CSPI).

The proposed agreement, filed in U.S. District Court in the Eastern District of New York, needs to be approved  by the court. 

It includes a list of statements used by the brand on its labels in the past that it will now be prohibited from making, including: "vitamin + 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." 

The agreement also prohibits the labels from claiming that Vitaminwater is formulated to "support optimal metabolic function with antioxidants that may reduce the risk of chronic diseases," or that it may reduce the risk of age-related eye disease or promote healthy joints, immune function, feelings of relaxation, or a "healthy state of physical and mental being."

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Coca-Cola, which began phasing out such claims after the suit was filed, issued a statement saying that while it was still confident about its legal position, "it made no sense to continue this costly legal battle." 

Adding the "with sweeteners" call-outs to the labels is meant to give consumers a heads-up that Vitaminwater contains 32 grams (eight teaspoons) of sugar, packing 120 calories. 

Vitaminwater's recent marketing, using a "Hydrate the Hustle" theme, has employed comedian Kevin Hart and elements such as a "Project Hustle" contest and instant-win game.

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