A class-action lawsuit has been filed against Fairlife, a popular milk brand owned by The Coca-Cola Company, alleging that the company misleads consumers about its sustainability and animal welfare practices. The complaint, lodged in a federal court in California, claims that Fairlife is profiting from consumer demand for cruelty-free and eco-friendly products while operating in ways that contradict those ideals.
Acquired by Coca-Cola in 2020, Fairlife has positioned itself as a brand dedicated to ethical farming, water conservation, and animal welfare. However, plaintiffs assert that the company’s marketing is deceptive, citing video evidence of severe animal cruelty and neglect at facilities where Fairlife sources its milk. According to the lawsuit, management was aware of these practices but did little to intervene.
The lawsuit raises additional environmental concerns, alleging that Fairlife improperly disposed of calf carcasses in water near Phoenix, contributing to harmful algae blooms. Furthermore, the complaint claims that Fairlife’s packaging contains titanium dioxide, rendering it non-recyclable despite the company’s claims to the contrary.
A survey conducted by PDI Technologies indicated that most consumers are willing to pay more for sustainable products—a trend Fairlife is accused of exploiting. The lawsuit argues that consumers have been unfairly charged premium prices for milk that does not meet the advertised eco-friendly and cruelty-free standards, with the claim that Fairlife has actively concealed damaging information to protect profits.
This is not the first instance of legal scrutiny for Fairlife. In 2022, the company, along with Coca-Cola and Fair Oaks Farms, reached a $21 million settlement over accusations of severe animal abuse, highlighting troubling patterns in its business practices.
The ongoing lawsuit serves as a potential catalyst for accountability in the industry, as class-action lawsuits provide a platform for consumers to challenge misleading marketing and business operations. Ethical shopping platforms, such as DoneGood, are increasingly being used by consumers to ensure their purchases align with their values.
As the case progresses through the judicial system, plaintiffs are seeking financial restitution for alleged deceptions and are also calling for an injunction to prohibit Fairlife from continuing its disputed marketing strategies.
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