Puritan’s Pride Deceptive Vitamin Pricing Suit Narrowed

Puritan’s Pride Inc. and parent company Nature’s Bounty Co. got claims trimmed in a proposed class suit alleging deceptive vitamin pricing.

Darcey Sharp and others allege the companies violated California and New York consumer protection laws with fake “buy one get one free” sales that duped consumers to buy vitamins and supplements on the basis of illusory savings.

The suit in the U.S. District Court for the Northern District of California is part of a wave of deceptive pricing litigation against retailers across the country. Some have resulted in big wins for consumers: J.C. Penney settled pricing claims for $50 ...