A California woman is suing Pruvit, claiming the company slapped a "no artificial flavors" label on products while actually using a petrochemical-derived ingredient to make them taste sweet and tart.

Deana Lozano filed the class-action lawsuit on June 5th, alleging that Pruvit's Keto//OS Nat powder contains DL malic acid—a synthetic flavoring manufactured from benzene or butane, the same components found in gasoline and lighter fluid. She bought a pouch from the company's website on April 4th, 2023, based on the product's prominent claim of containing no artificial flavors.

The lawsuit specifically targets five flavors: Maui Punch, Heart Tart, Blueberry Acai, Hibiscus Lemonade, and Berry Blue. Lozano, who describes herself as a healthcare administrator and amateur athlete who buys only natural ingredients, had lab testing done on the product. The results confirmed the malic acid was synthetic.

While naturally occurring malic acid exists, Lozano's lawsuit notes it's "extremely expensive" to produce. Pruvit chose the cheaper petrochemical version instead—made in chemical plants through a process involving highly toxic precursors and byproducts—then marketed the products as if they contained no artificial flavors.

Lozano is seeking to represent all consumers who bought Pruvit products containing the ingredient, claiming they all suffered the same economic injury from the company's misrepresentations. She's pursuing eight separate counts against Pruvit and its parent company LaCore Enterprises, including violations of the Texas Deceptive Trade Practices Act, California's unfair competition and consumer protection laws, and breach of express warranty. She's asking for damages, an injunction, and restitution.

Pruvit, based in Texas, waived service on June 12th and has until August 7th to respond to the lawsuit.

This marks the second ingredient-related legal problem for the supplement company in California. In 2020, the Environmental Research Center sued Pruvit over lead contamination in its products. That case settled for $400,000.

🤖 Quick Answer

What is the main allegation against Pruvit in the lawsuit filed by Deana Lozano?
Pruvit is accused of misleadingly labeling its Keto//OS Nat powder as containing "no artificial flavors" while actually using DL malic acid, a petrochemical-derived synthetic flavoring manufactured from benzene or butane. The class-action lawsuit targets five specific product flavors sold by the company.

What is DL malic acid and why is it controversial in this case?
DL malic acid is a synthetic flavoring agent manufactured from benzene or butane, the same chemical components found in gasoline and lighter fluid. Its use contradicts Pruvit's marketing claims of products containing no artificial flavors, creating consumer deception concerns.

When was the lawsuit filed and what prompted Lozano's action?
Deana Lozano

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