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Contrary to its trade name, recent litigation involving Blue Diamond almond milk has been far from a breeze. Massachusetts resident Casley Vass, on behalf of himself and similarly situated plaintiffs, brought suit against one of the nation’s leading almond milk producers, Blue Diamond Growers (Blue Diamond), claiming that the labeling of Almond Breeze almond milk was deceptive. The case is instructive as to the extent of cognizable economic injury under Massachusetts’s consumer protection law, Chapter 93A.
In Vass v. Blue Diamond Growers, the plaintiff alleged inter alia that almond milk labeled as “all natural” was misleading as it actually contained several artificial ingredients. The plaintiff averred that he purchased this “all natural” product relying on its label, and was deceived into thinking it was in fact an entirely “natural” product. As a result, the plaintiff and similarly situated consumers across the country alleged they were injured by purchasing the defendant’s product. (more…)