A lawsuit has been filed against US-based smoothie chain Jamba Juice for misleading consumers through deceptive advertising that its beverages are ‘whole fruit and vegetable smoothies’.

US-based non-profit health-advocacy group the Center for Science in the Public Interest’s litigation unit is representing plaintiffs in the United States District Court for the Northern District of California.

The plaintiffs allege that Jamba Juice is offering juice blends made using cheap pear and white grape juices from concentrate while they are marketing them through statements such as ‘Jamba blends whole fruits and veggies’ and ‘Whole fruit! That’s how we blend’.

The lawsuit also claims that the company is using large quantities of juice blends, sherbet and other non-whole fruit and non-whole-vegetable ingredients in its smoothies.

Center for Science in the Public Interest litigation director Maia Kats said: “Jamba Juice’s advertising and marketing is aimed at giving consumers the impression that their smoothies will be mostly whole fruits and vegetables, like mango, passion fruit, or kale.

“In reality, consumers are paying premium prices for products that are primarily made of unadvertised, less nutritious, and cheap ingredients like pear and white grape juices from concentrate.”

The lawsuit also noted that the company claims to use super ingredients such as kale for its smoothies, when in fact, other cheaper ingredients predominate.

The company is also marketing its Greens N’ Ginger smoothie featuring images of kale and ginger root on social media and in emails with the tagline ‘Drink Your Greens’.

The company’s website also mentioned that lemonade is the first listed ingredient in Greens N’ Ginger, however, it comprises white grape juice from concentrate.

CSPI litigation associate Matthew Simon along with Michael R Reese and George Granade of Reese are representing CSPI’s plaintiffs.