American consumer group sues Coca-Cola over marketing of VitaminWater

by Alex Brownsell, marketingmagazine.co.uk 19-Jan-09, 09:30

LONDON - A US consumer watchdog body has filed a lawsuit against Coca-Cola over what it claims are deceptive and unsubstantiated claims on its VitaminWater drinks brand.

The Centre for Science in the Public Interest (CSPI) has taken umbrage at Coca-Cola's claims that VitaminWater reduces the risk of health problems such as chronic disease and eye disease, and supports the body's immune system.

It also criticises the fact that each bottle of VitaminWater contains up to 33g of sugar, which its claims will promote the rise of obesity, diabetes and other health problems.

‘Coke fears, probably correctly, that they'll sell less soda as Americans become increasingly concerned with obesity, diabetes, and other conditions linked to diets too high in sugar. VitaminWater is Coke's attempt to dress up soda in a physician's white coat,' said CSPI litigation director Steve Gardner.

A Coca-Cola spokeswoman is reported to have dismissed the lawsuit as ‘ridiculous and ludicrous'.