Simply Orange Lawsuit Tossed

Why was Simply Orange sued in the first place?

Consumers had challenged the “all-natural” label on Simply Orange and Simply Tropical juice, alleging that independent testing detected per- and polyfluoroalkyl substances (PFAS)—often called “forever chemicals.” Some test results reportedly showed PFAS concentrations up to 100 times higher than the Environmental Protection Agency’s proposed safety limits for drinking water.

The court’s key reasons for dismissal

U.S. District Judge in New York tossed the putative class action this week, emphasizing three evidentiary gaps:

1. No link to the actual purchase. The plaintiff failed to show that the juice samples tested by a third party came from the same production batch—or even the same product line—that he personally bought.
2. Timing and contamination concerns. Some bottles were tested months after purchase. The court said PFAS could have been introduced post-sale, so the results could not reliably prove contamination at the time of purchase.
3. Knowledge defeats deception claims. The plaintiff allegedly kept buying the juice after filing suit. Because he already knew about potential PFAS, the judge found he could not claim to be deceived by later purchases.

Takeaways for consumers and brands

The decision highlights the uphill battle plaintiffs face in food-labeling litigation:

• Testing must tie directly to the product purchased. Courts look for a clear chain of custody that links lab results to a buyer’s specific item.
• Timely, uncontaminated samples matter. Delays between purchase and testing can open the door to alternative contamination theories.
• “All-natural” claims remain under scrutiny. Even though Simply Orange prevailed for now, regulators and private litigants continue to challenge labels when synthetic or hazardous substances are alleged.

For brands, thorough quality controls—and transparent communication—are critical. For consumers, the ruling underscores the importance of documentation if you plan to bring a mislabeling claim.

What happens next?

The plaintiff can attempt to amend the complaint or appeal, but the current dismissal removes Coca-Cola’s Simply Orange line from immediate legal jeopardy. Meanwhile, the broader debate over PFAS in food products—and what qualifies as “natural”—is far from over.