Simply Orange Lawsuit Continues: PFAS in Every Bottle

Simply Orange, a brand under Coca-Cola’s Simply Beverages line, is facing renewed legal action over allegations of PFAS contamination. A New York man, Joseph Lurenz, initially filed a class-action lawsuit in December 2022, claiming that Simply Tropical—a juice from the Simply brand—contained per- and polyfluoroalkyl substances (PFAS) at levels far exceeding federal safety guidelines.

PFAS, often called “forever chemicals,” are synthetic compounds used in various consumer products due to their resistance to heat, water, and oil. These chemicals do not break down easily and have been linked to serious health risks, including cancer, liver damage, and hormonal imbalances. Despite Simply Orange’s marketing as “all-natural” and “pure,” independent testing allegedly found PFAS in its products, raising concerns about consumer deception.

Coca-Cola’s Defense and Initial Lawsuit Dismissal

Coca-Cola and Simply Beverages responded to the lawsuit by filing a motion to dismiss in October 2023. The company argued that the plaintiff had not demonstrated that PFAS levels in the juice were harmful or that Simply Beverages intentionally introduced the chemicals. Coca-Cola also challenged the reliability of the independent testing, stating that federal regulations do not require companies to disclose incidental substances that may be present in trace amounts.

On June 10, 2024, a federal judge dismissed the lawsuit, ruling that Lurenz failed to provide sufficient evidence that he personally purchased Simply Orange products containing PFAS. The judge noted that the original claim was based on a single test result, which did not establish a widespread issue. However, the judge allowed Lurenz to amend his complaint if he could provide stronger proof.

The Revised Lawsuit: Stronger Evidence and Expanded Claims

Just one month after the dismissal, Lurenz returned to court with a revised lawsuit, filed on July 9, 2024, in the U.S. District Court for the Southern District of New York. This time, he claims to have conducted broader independent testing on multiple Simply Orange products—including pulp-free versions and Simply Orange with Mango—and found “widespread and uniform contamination.”

According to the amended complaint, these tests revealed that Simply Tropical contained perfluorooctanoic acid (PFOA) and perfluorooctanesulfonic acid (PFOS) at levels more than 100 times higher than the U.S. Environmental Protection Agency’s (EPA) lifetime health advisory limits for drinking water. Lurenz argues that this evidence suggests systemic contamination across Simply Beverages’ entire product line, not just a single batch or unit.

False Advertising and Consumer Deception Allegations

Despite these findings, Simply Orange continues to be marketed as “all-natural,” with claims of “pure filtered water” and “natural ingredients.” Lurenz asserts that these statements mislead consumers into believing the juice is free from synthetic chemicals.

In his revised lawsuit, Lurenz is seeking class-action status to represent all consumers in the United States who purchased Simply juice products. He is suing for violations of the New York Deceptive Trade Practices Act, New York State Agriculture and Markets Law, negligence, and unjust enrichment. He is also seeking damages, legal fees, and a jury trial.

The Bigger Picture: PFAS and Consumer Health

The Simply Orange lawsuit is part of a broader legal and regulatory push to address PFAS contamination in food and beverages. PFAS have been found in drinking water, food packaging, and everyday household products. While the U.S. government has taken steps to regulate these chemicals, their persistence in the environment remains a significant concern.

The Centers for Disease Control and Prevention (CDC) has warned about the potential health effects of PFAS exposure, including increased risks of cancer, liver disease, decreased fertility, asthma, and thyroid dysfunction. These concerns have fueled legal battles not only against food and beverage companies but also manufacturers of firefighting foam, cosmetics, and non-stick cookware.

The Role of Medical Record Review in PFAS Lawsuits

For consumers who believe they have suffered health effects from PFAS exposure, medical records are crucial in proving their claims. Comprehensive medical record reviews can help establish a connection between PFAS exposure and long-term health conditions.

Companies specializing in medical record analysis, such as LezDo TechMed, assist legal teams by organizing and summarizing patient histories. This helps plaintiffs demonstrate how exposure to PFAS may have contributed to their medical issues, strengthening their case for compensation.

What’s Next for Simply Orange?

With the revised lawsuit now in motion, Coca-Cola faces renewed scrutiny over Simply Orange’s alleged PFAS contamination. If Lurenz’s expanded evidence holds up in court, it could lead to increased pressure on food and beverage companies to disclose potential contaminants and reformulate their products.

Simply Orange remains on store shelves, and Coca-Cola has not issued a recall. However, the case has already raised awareness about PFAS in consumer products and may influence future regulatory actions. If new evidence continues to emerge, this lawsuit could become a landmark case in the fight against “forever chemicals” in food and beverages.

For now, consumers concerned about PFAS exposure may need to weigh their options carefully when choosing fruit juices marketed as “natural” or “pure.”

Using Reverse Osmosis and Whole-Home Water Conditioners for Safer Homemade Orange Juice

Using reverse osmosis (RO) filtration and whole-home water conditioning ensures that homemade orange juice is both safe and great-tasting. RO systems remove up to 99% of PFAS, heavy metals, chlorine, and fluoride, eliminating contaminants that could alter the flavor or pose health risks. Whole-home water conditioners further improve water quality by reducing scale buildup, filtering out sediment, and preventing mineral residue in juicers and appliances. Together, these systems provide cleaner, purer water, allowing fresh orange juice to retain its natural sweetness and nutritional value without exposure to harmful pollutants commonly found in tap water.

Sources: Top Class Actions, LezDo TechMed