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Vita Coco Gets Sued for False Advertising

The makers of Vita Coco, the 100 percent natural re-hydrating coconut water, were served with a 5 million dollar lawsuit August 11th. A recent study by Consumerlab.com, a product testing company, found that Vita Coco and other all-natural coconut water drinks were not as hydrating as clever marketing may have indicated.

Vita Coco and other coconut water drinks have become popular in the past few years, noting their superiority to sports drinks in replacing electrolytes after exercise. Vita Coco ad campaigns in particular claim that their drink has 15 times the electrolytes found in sports drinks, which according to the current law suit is false.

Many health experts believe that while coconut water is a good source of potassium it is not an adequate source of re-hydration, especially if participating in heavy exercise like marathon training. Experts also say that unless you’re exercising strenuously for over an hour, there is no need for electrolyte replacement afterwards and that water is enough to replenish your system.

The Consumerlab.com study found that some of Vita Coco’s drinks had much less sodium and magnesium, two of the key ingredients for re-hydration, than were advertised. An unidentified witness also indicated that Vita Coco manufacturer All Market Inc. should have known about this false advertising for years. The lawsuit charges All Market Inc. with deceptive trade, false advertising, and fraud.

Vita Coco spokesman Arthur Gallego said to the New York Post, “We are confident that Vita Coco continues to be an excellent, all natural source of hydration and that our products’ nutrition labels are accurate and in compliance with the FDA. In fact, Vita Coco coconut water is regularly reviewed by an independent third party to ensure the electrolyte levels stated on our nutritional label are consistent with the amount in our coconut water.”

Via New York Post

August 16th, 2011

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