Bloomberg Law
May 30, 2019, 8:33 PM

Dove Bar Vanilla Ice Cream Labels Deceptive, Suit Alleges

Julie Steinberg
Julie Steinberg

Mars Wrigley Confectionery US LLC deceives ice cream eaters into thinking vanilla Dove Bars are flavored exclusively from vanilla beans, a new proposed class suit says.

The bars’ front labels say they contain “Vanilla Ice Cream,” for example, “Vanilla Ice Cream with Milk Chocolate,” Mohammed Garadi alleges.

The back labels encourage consumers to “Take a moment … to enjoy the rich flavor of vanilla ice cream dipped in silky smooth DOVE Milk Chocolate. An experience like no other,” the complaint says.

But Dove Bars are misleadingly marketed, the suit says.

The products’ ingredient list says the products are made with ...