Federal Court Tosses False Advertising Suit Against Trader Joe’s Alkaline Water

A California federal court granted Trader Joe’s motion to dismiss a false advertising lawsuit with regards to Trader Joe’s alkaline water, finding that all but one of plaintiff’s claims were non-actionable puffery, and granting plaintiff leave to amend the single remaining claim. Plaintiff alleged that Trader Joe’s alkaline water product labelling, which included numerous plus symbols and statements such as “ionized to achieve the perfect balance,” “refresh & hydrate,” “our Alkaline Water + Electrolytes is a drink that can satisfy,” and “Trader Joe’s Alkaline Water + Electrolytes is water and then some,” violated, in part, California’s Consumer Legal Remedy Act (“CLRA”), California’s Unfair Competition Law (“UCL”) and California’s False Advertising Law (“FAL”). In dismissing plaintiff’s claims, the court found that almost all of Trader…

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