Class action filed against Walmart’s Great Value

Walmart Sign

A class action lawsuit has been filed against Bentonville, Arkansas based retailer Walmart after class members claim it marketed its Great Value Private Brand cranberry pomegranate juice as being composed of two fruits when it is made up of five fruit juices and contains very little pomegranate.

Great Value Cranberry PomegranteIra Reynolds and Patricia Bell claim Walmart markets its juice blend as “100% Juice Cranberry Pomegranate” on its label with much more prominence than other words on the label that show the juice to be a blend of five juices, according to a complaint filed July 17 in the U.S. District Court for the Northern District of Florida.

“In truth, the… product contains very little pomegranate juice concentrate when compared to the apple juice and white grape juice concentrates,” the complaint states. “Far less than the 100% cranberry pomegranate juice that is predominately advertised on the front of their label.”

The defendant knowingly and purposefully failed to disclose to its consumers that the primary ingredients in the juice are actually “cheap apple and grape juice,” according to the suit.

“As a consequence of defendant’s unfair and deceptive practices, plaintiffs and numbers of the class have purchased Great Value Pomegranate Juice under the false impressions that, by drinking defendant’s product, they would enjoy the healthful and nutritional benefits associated with a product they believe at least primarily contains pomegranate juice,” the complaint states.

The plaintiffs claim Walmart violated the Florida Food Safety Act, which also constitutes violations of Florida’s Consumer Protection Statutes and Florida’s Deceptive and Unfair Trade Practice Act.

Walmart knowingly and intentionally sold the mis-marked products to consumers with the intent to deceive them, according to the suit.

The plaintiffs claim Walmart has been unjustly enriched at consumers’ expense.

The plaintiffs are seeking class certification, an order for the defendants to engage in corrective advertising of the juice, and compensatory damages.

SOURCE: Legal Newsline, which is owned by the U.S. Chamber Institute for Legal Reform.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.