Kind Bar ‘Natural’ Consumer Deception Suit Ends in Company Win

Kind LLC exited a long-running lawsuit over “natural” labels on certain snack bars and granola products, following a New York federal court ruling that the plaintiffs didn’t offer a plausible definition of the term and therefore failed to show how a reasonable consumer would be fooled.

Amanda Short and others sued in 2015, alleging they were duped by “All Natural/Non GMO” labels on fruit and nut bars and other products that contained synthetic ingredients. The label was discontinued by 2017.

Short and the others alleged that Kind violated the consumer protection laws of New York, California and Florida, and also ...