Vita Coco Reaches $10M Class Action Lawsuit Settlement

All Market, Inc. (d/b/a Vita Coco) has reached a $10 million class action lawsuit settlement over allegations its coconut water products are mislabeled and do not hydrate more effectively than less expensive sports drinks.

The Vita Coco settlement will resolve a class action lawsuit, entitled Fishbein v. All Market, Inc., that claims an independent study revealed Vita Coco’s products do not contain the electrolyte levels indicated on the products’ labels. Vita Coco markets its coconut water as “super-hydrating,” “nutrient-packed,” “mega-electrolyte,” and healthy “super-water.”

“For the millions of consumers who pay for products that claim to improve their health, this settlement sends a message that companies will be held accountable when they exaggerate or misstate the health benefits of their products,” said one of the attorneys representing consumers in the Vita Coco class action lawsuit.

Vita Coco denies the allegations, but agreed to a class action lawsuit settlement to quickly resolve the litigation.

“Although we had strong legal and factual defenses to Plaintiffs’ claims we felt it was in the company’s and our consumers’ best interest to resolve this case quickly so that we could get back to the business of producing and distributing the Vita Coco beverages that so many consumers nationwide enjoy every day,” said Michael Kirban, the brand’s co-founder.

As part of the Vita Coco class action settlement, Vita Coco has agreed to:  

* provide $2 million in refunds and vouchers for consumers who purchased the product from the company’s website;
* change its labels and advertising to more accurately reflect the content and benefits of its coconut water;
* institute a regular, independent testing program which is intended to reduce potential variations in the nutritional content of Vita Coco coconut water products; and
* provide $3 million in product over the next three years to various charitable institutions that promote healthy living.

 

Top Class Actions has been following the Vita Coco class action lawsuit since it was filed last summer. We will continue to provide details on the class action lawsuit settlement, including how to file a claim to receive refunds and vouchers, once they are made public.