“All natural” Simply orange lawsuit alleges the juice has toxic PFAS levels

Recent Simply Orange lawsuit filed in the United States alleges that Coca-Cola and Simply Tropical fruit juice engaged in deceptive marketing by promoting their product as all-natural and healthy when, in reality, the juice has been found to be contaminated with toxic PFAS (per- and polyfluoroalkyl substances) at levels “hundreds of times” higher than federal advisory limits for drinking water.

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This legal battle has ignited a contentious debate over product labeling accuracy and further intensified the ongoing scrutiny of PFAS presence in everyday consumer goods. Join us as we explore the intricate details of the Simply Orange lawsuit, shedding light on the implications for both consumers and the broader food industry.

Here’s everything you need to know about the Simply Orange lawsuit.

What originated the Simply Orange lawsuit?

PFAS (per- and polyfluoroalkyl substances) have already caused controversy before. They comprise a group of approximately 12,000 chemicals commonly used in various consumer products to impart water, stain, and heat resistance. 

Usually, they are known as “forever chemicals”, as they do not naturally degrade, making them a not so sustainable option. 

Several studies have linked PFAS to serious health issues, including cancer, fetal complications, liver and kidney diseases, autoimmune disorders, among others. Yet, their regulation is still ambiguous.

Although PFAS exposure through water has been well-recognized, recent research indicates that contaminated food may pose a more significant risk than previously thought. However, the Food and Drug Administration (FDA) has taken limited action to address food contamination. 

While the FDA conducts annual tests on certain food products for PFAS, it employs a methodology that public health advocates argue overlooks potentially dangerous levels.

Tom Neltner, the Chemicals Policy Director at the Environmental Defense Fund, notes that as the ability to measure PFAS at lower levels improves and the FDA lags behind in testing, more lawsuits like this one are likely to arise. 

The Simply Orange lawsuit, filed in New York’s southern district, seeks monetary compensation and other appropriate actions. 

Coca-Cola has defended the quality of its products, but the complaint behind the Simply Orange lawsuit specifically targets claims on the brand’s packaging and branding, such as “all-natural ingredients” and “simply natural”, asserting that these statements are misleading given the presence of synthetic PFAS. 

The lawsuit contends that Simply’s marketing strategy intentionally targets health-conscious consumers, presenting the juice as transparent, natural, and simple while allegedly containing synthetic ingredients. 

Third-party testing reportedly found high levels of PFOA and PFOS, two of the most hazardous PFAS compounds, in the juice, which the Environmental Protection Agency (EPA) has determined to be unsafe even in minimal quantities in drinking water. Notably, no specific PFAS limits exist for fruit juice or other food products in the US.

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Simply Orange lawsuit: PFAS

This lawsuit emerged amid growing scrutiny of PFAS usage in plastics, with another lawsuit filed in late December seeking to halt the addition of PFAS to plastic by Houston-based company Inhance. 

Research conducted by academic and EPA researchers in recent years has shown that high levels of these chemicals can leach into food and other treated products. It remains unclear how or why PFAS entered Simply Tropical, whether through contaminated water, fruit, or packaging. 

If these chemicals were intentionally added to the product, their levels would likely be considerably higher. Regardless, the lawsuit highlights the discrepancy between the product’s purported purity and the presence of synthetic chemicals, suggesting that companies aggressively marketing their products’ purity may be held to higher standards.

This lawsuit underscores the growing concern over PFAS contamination in everyday consumer products and the need for stronger regulatory oversight to protect public health and ensure transparency in product labeling and marketing.

PFAS potential effects

There is no doubt the Simply Orange lawsuit has resulted in particularly increased attention on per- and polyfluoroalkyl substances, or PFAS. These synthetic compounds are known for remaining in the environment and the body eternally.

Now, these are some of the potential effects of PFAS over consumers’ health:

Cancer Risk

The relationship between PFAS and an elevated risk of cancer is one of the most concerning results of the research. In 2020, a study showed connection between PFAS exposure and kidney cancer.

The study found that people who were exposed to more PFAS had a greater chance of acquiring kidney cancer. This is only one instance of how PFAS have been connected to cancer; other cancer types have also shown comparable relationships.

Impacts on the Immune System

It has been demonstrated that PFAS exposure impairs the immune system’s capacity to respond to infections and immunizations. 

Higher PFAS blood levels were shown to be associated with weaker immune responses to infant vaccines, potentially making vaccinations less effective, according to a study.

Developmental Consequences

Women who are pregnant and exposed to PFAS may unintentionally endanger their unborn children. Prenatal exposure to PFAS has been related to lower birth weights in neonates, which may have long-term health effects, according to previous research.

Liver Toxicity

PFAS substances have a history of endangering the liver. The potential harm these chemicals might cause to essential organs has been highlighted by multiple studies.

Cardiovascular issues

Emerging research has also raised questions about the link between PFAS and cardiovascular illnesses.

Endocrine Disruption

Studies suggest PFAS may interfere with the endocrine system, which could result in hormonal abnormalities. PFAS exposure may interfere with thyroid hormone function, which may have an impact on metabolism and general health.

What to expect after the Simply Orange lawsuit?

As we’ve delved into the implications of this lawsuit, it’s evident that PFAS, or “forever chemicals”, are potentially multifaceted threats to human health. From an elevated risk of cancer to compromised immune responses, developmental consequences, liver toxicity, potential cardiovascular issues, and endocrine disruption, the potential effects of PFAS exposure are far-reaching and alarming.

Although there are some additional potential effects of PFAS over human health, further research still awaits.

One thing is for sure, the Simply Orange lawsuit serves as a stark reminder that consumers have a right to transparency and safety in the products they consume. It also underscores the urgent need for stronger regulatory oversight to safeguard public health and well-being.

While the Simply Orange lawsuit focuses on a specific product, its broader implications call for a thorough reevaluation of how PFAS are used and regulated across various industries. It is imperative that both consumers and regulatory agencies remain vigilant in addressing the challenges posed by these persistent and harmful chemicals to ensure a safer and healthier future for all.

This article contains information mainly from the National Library of Medicine.

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