Alexia Foods makes a variety of gourmet-style frozen side dishes. Named after a famous Manhattan chef, the company taps into the popular trend among many consumers seeking a healthier alternative without all the preservatives. Alexia takes the concept to next level, offering top-quality frozen foods that the company claims are "All Natural."
Though the words "All Natural" are proudly proclaimed on every package of Alexia brand foods, they may not be as natural as they appear.
The U.S. Food and Drug Administration (FDA), the federal agency responsible for enforcing labeling, issued a warning to Alexia in Nov. 2011 about its all-natural claims. Under the FDA’s policies concerning the use of the word "natural," such statements can be used only when nothing artificial or synthetic is included in the products. Despite the company’s claims, many of Alexia’s products contain synthetic chemicals, thus negating the products’ purported "All Natural" status.
The worst part? Alexia is well aware of the FDA’s policy, but it knowingly misleads consumers to increase revenue. Even after the FDA issued the warning, Alexia has not changed its packaging or advertising to increase transparency.
Baron and Budd challenged Alexia’s "All Natural" labeling in a Dec. 2011 lawsuit, claiming that, despite the company’s representations, many of Alexia’s products actually contain synthetic chemicals, and therefore, they violate a number of consumer protection laws.
Alexia products included in the lawsuit:
- Sauté Reds
- Mashed Potatoes Yukon Gold Potatoes & Sea Salt
- Mashed Potatoes Red Potatoes with Garlic & Parmesan
- Waffle Fries Harvest Sauté
- Italian Sauté
- Sauté Sweets
- Potato Bites
And Alexia Foods isn’t the only food company that promotes its products as something that they are not. Have you ever felt this way about a product or noticed after closer investigation that the company was hiding something on the back of a product’s label? Or that something claims to be "all-natural" or "organic" but really isn’t?