Whole Foods tries a Hail Mary

By Stephen Gardner

According to a story in Food Navigator, Whole Foods filed a motion to dismiss (Download Motion to Dismiss) a lawsuit over the chicanery of its using the FDA-Disapproved term "Evaporated Cane Juice" instead of calling it what it is, "Sugar," because consumers intuitively understand that evaporated cane juice is sugar.

I assume Whole Foods will put on consumer evidence from a wishing well and a Ouija board as well as this baldfaced assertion, which begs the question why Whole Foods didn't just call it sugar so that its consumers don't have to rely on their intuitions.

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