LaCroix Natural Flavor Controversy
In the past week, LaCroix started out as one of the most popular drinks to an unreliable brand. LaCroix is an American sparkling water that has a variety of flavors ranging from grapefruit to pineapple strawberry.
On Oct. 11, 2018, news leaked questioning the ingredients that are contained in LaCroix. The lawsuit claimed that the ingredients in the drink are misleading for customers as it says “all natural.” LaCroix is now being sued for having synthetic ingredients such as limonene, linalool propionate and linalool. These ingredients are also commonly found in cockroach insecticide.
LaCroix has been deemed the healthier alternative when it comes to a sweet, carbonated drink. LaCroix released a statement after being ridiculed for misleading information. According to an article in Vox, LaCroix’s flavors are “derived from the natural essence oils from the named fruit used in each of the flavors” and that “there are no sugars or artificial ingredients contained in, nor added to those extracted flavors.”
To protect its brand, LaCroix sought out PR crisis management. They also sent out a Tweet stating, “Hi, guys! We’re so grateful for all the love and support you’ve given us throughout the years. Our main goal has always been to provide a product that’s a healthy alternative and make the world a healthier place.” They made clear that all allegations that claim that LaCroix is not an all-natural beverage are false. It was later revealed to the public this week that the ingredients found in LaCroix are dangerous to animals, but not to people. The FDA stated that the description on the food label that says “natural” is true and not misleading.
Overall, the accusations of this popular drink have not decreased the value of the drink nor the popularity. Consumers are still purchasing and drinking LaCroix even with the allegations. LaCroix reacted in the best way they could by apologizing for any scare that the claims created. They reiterated that their brand is trustful and all negative claims that were made were deemed false by LaCroix.
Liam Crays is a senior from Indiana majoring in public relations. Liam is an associate with Fifth Street Communications®, a student-run public relations agency at Anderson University.