Pret sued for ‘deceptive’ natural foods claim

On 25 September 2018, non-profit organisations Beyond Pesticides, GMO Free USA and Organic Consumers Association (OCA) filed a lawsuit against the Pret A Manger ‘regarding the deceptive marketing and sale of certain bread and other baked goods as “Natural Food,” despite the fact that the Products contain traces of a synthetic biocide.’

Ronnie Cummins, OCA international director said: “Pret knows consumer perception is that food described as ‘natural’ is quantitatively better, because consumers believe ‘natural’ implies the absence of synthetic chemicals. We believe companies should not be allowed to mislead consumers in this way.”

The suit seeks the requirement for Pret to disclose the presence of glyphosate in their products and/or reformulate their products to be glyphosate-free.

Cereal offender?
The case echoes the parallel complaints submitted in the UK by the Real Bread Campaign to the Advertising Standards Authority (ASA) and Trading Standards in December 2016 about Pret using ‘natural’ claims to market sandwiches and wraps that contained artificial additives.

In April 2018, the ASA upheld the complaint, ruling that Pret advertising such products as natural was misleading and banning the company from doing so.

As of September 27 2018, Westminster City Council, Pret’s Primary Authority for trading standards issues, has yet to stop the company from using the word natural on napkins, product packaging and other point-of-sale marketing. Nor has it sent to the Real Bread Campaign information requested under the Freedom of Information Act it promised on 7 August 2018 to send ‘within 20 working days’, or answered any of the Campaign’s follow up emails since 7 September.