Several lawsuits filed across the US claim orange juice made by Tropicana is not that 'natural' as the labels mention, but existing regulations do not specify exactly what constitutes natural.
A statement from the juice maker says it is committed to full compliance with labeling laws and producing great-tasting 100% orange juice.
Images of fruit with a straw inserted on orange juice packs have also been a source of deceiving consumers, according to news reports.
An environmental studies expert claimed the juice is made to get rid of oxygen while heating for pastrurization, and kept inside tanks for long, and that flavor packaging hired by Tropicana make it taste fresh using orange oils and other ingredients.
Federal Trade Commission and the Food and Drug Administration (FDA) have laid out rules that define deceptive advertising, but none has clearly described "natural," leaving the industry to decide how it is perceived.
The series of allegations started in January when Tropicana Products was sued for allegedly deceptive advertising and packaging for its Pure Premium juice.
SunChips, Snapple, Tostitos, and Ben & Jerry's have faced similar lawsuits earlier.
