Is your LaCroix all natural or not?

The makers of the wildly popular LaCroix sparkling water, which many of us guzzle like an elixir of health, have been hit with a lawsuit alleging the beverage contains “non-natural flavorings,” including one that plaintiffs say is used as a “cockroach insecticide.”

The lawsuit, which is seeking class action status, was filed in Cook County, Illinois, against the drink’s parent company, National Beverage Corporation, and alleged the company has a “practice of mislabeling their signature product, LaCroix Water, as ‘all-natural,’ according to court documents obtained by ABC News. National Beverage Corp. has denied the allegations.

The beverage makers “mislead consumers into believing that their product is natural when it is not,” the complaint added, as ABC reported. The lawsuit also alleges that the bubbly water contains the ingredient “linalool” which it says “is used as a cockroach insecticide.”

The National Beverage Corp. “categorically denies all allegations” in the suit, the company said in a statement, slamming the filing as “without basis in fact or law regarding the natural composition” of LaCroix sparkling waters. In its statement, the company says, “The United States Food and Drug Administration (FDA) considers “natural” on a food label to be truthful and non-misleading when ‘nothing artificial or synthetic (including all color additives regardless of source) has been included in, or has been added.”

Indeed, some experts say all three of the ingredients mentioned in the lawsuit—linalool, limonene, and linalyl proprionate—can be extracted from natural sources, as the LA Times reports. Limonene can be extracted from citrus peels, linalool is present in more than 200 species of plants and linalyl proprionate (identified in the lawsuit as “linalool proprionate”) comes from kumquats.

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LaCroix fizzy water empire has catapulted its parent company to nearly $1 billion in annual sales, as the LA Times notes, tripling its profits to $149.8 million since 2015.

Source:: The Mercury News – Lifestyle

      

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