Nutro Class Action Lawsuit: "Natural" Pet Food Label Challenged

Case Overview: A class action lawsuit has been filed against Mars Petcare, alleging that its Nutro pet food products are misleadingly labeled as "natural" despite containing synthetic ingredients. 

Consumers Affected: Consumers in the U.S. who purchased Nutro products labeled as "natural."

Court: U.S. District Court for the Eastern District of New York

Mars Petcare US, Inc. is the subject of a class action suit claiming that its Nutro pet food products are misleadingly marketed as “natural” despite containing synthetic ingredients. 

Mersada Cobovic, who filed the case, argues that the “natural” label led her and other consumers to believe they were buying products free of artificial additives, which she later discovered was not the case.

Cobovic, a resident of Staten Island, purchased Nutro Grain Free Natural Wet Cat Food Cuts in Gravy Turkey Recipe in October 2023, relying on the product’s “natural” label. However, she later learned that the product contained synthetic ingredients, including xanthan gum, thiamine mononitrate, zinc sulfate, copper sulfate, pyridoxine hydrochloride, and menadione sodium bisulfite complex. 

According to her complaint, this misrepresentation led her to pay a “premium price,” as she believed she was purchasing a fully natural product.

“Defendant’s labeling and advertising puts forth a straightforward, material message: the Products contain only ingredients that are natural. Reasonable consumers would understand Defendant’s labeling to mean that the Products contain only natural ingredients, and not any synthetic substances,” the lawsuit states.

Synthetic Ingredients Listed in the Complaint

At the center of Cobovic’s claims are several synthetic ingredients that she says contradict Nutro’s “natural” labeling:

• Xanthan gum: A thickening agent produced through fermentation and chemical processing.
• Thiamine mononitrate: A manufactured form of vitamin B1.
• Zinc sulfate and copper sulfate: Synthetic compounds used as nutritional supplements.
• Pyridoxine hydrochloride (Vitamin B6): Created by chemically modifying natural pyridoxine.
• Menadione sodium bisulfate complex (Vitamin K3): A synthetic variant of vitamin K.

Cobovic asserts that the presence of these additives misrepresents the product’s ingredients, as consumers purchasing products labeled “natural” generally expect them to be free from synthetic substances.

Additionally, while Nutro packaging includes the phrase “plus vitamins, minerals, and other nutrients,” she argues that this does not clearly indicate the synthetic nature of some of these additives.

Consumers Misled by Nutro's "Natural" Labeling, Lawsuit Alleges

According to Cobovic, the “natural” label appeals strongly to health-conscious pet owners willing to pay more for products they believe are healthier and free from artificial ingredients. By labeling Nutro as “natural,” Mars Petcare positioned the product as a higher-quality, safer option. 

The complaint contends that the synthetic ingredients diminish this image, creating a discrepancy between the product’s label and its actual contents, leading to a “price premium” for what she argues is not a fully natural product.

Cobovic seeks to represent all U.S. consumers who purchased Nutro products labeled “natural,” alleging that Mars Petcare’s practices violate state consumer protection laws. She requests compensation for affected consumers and urges Mars Petcare to adopt clearer, more accurate labeling practices that align with the product’s ingredients.

Case Details

• Lawsuit: Cobovic v. Mars Petcare US, Inc.
• Case Number: 1:24-cv-07730
• Court: U.S. District Court for the Eastern District of New York

Plaintiffs' Attorneys

• Joshua D. Arisohn and Julian C. Diamond (Bursor & Fisher, P.A.)

Do you feed your pet Nutro? What are your thoughts on the 'natural' labeling lawsuit? Share your opinion in the comments below.