St. Louis, MO: Wholefoods is facing a consumer fraud class action filed by a Missouri resident alleging the grocer sells products with 'evaporated cane juice' (ECJ) on the label, a term, the lawsuit contends, that consumers associate with sugar cane but which is simply a euphemism for sugar.
The lawsuit contends that manufacturers only use it on labels because it sounds healthier/more natural and conceals the fact they are adding sugar to their products.
Further, the class action complaint cites draft guidance from the FDA, issued in 2009, advising firms not to use the term ECJ because it is "false and misleading"and says Whole Foods is only using the term to "disguise" the fact it's adding sugar to its nutmeal raisin cookies.
