Case Overview: A class action lawsuit alleges Target falsely advertises the dosage of its Up & Up branded ashwagandha gummies, misleading consumers who paid a premium based on those claims.

Consumers Affected: Purchasers of Target's Up & Up ashwagandha gummies

Court: To be confirmed per court filing

Target Sued Over Up & Up Ashwagandha Gummies Dosage Claims

A new class action lawsuit alleges that Target misrepresents the dosage of ashwagandha in its Up & Up branded gummies, deceiving consumers who relied on those representations when making their purchase. According to recent class action reporting, the complaint takes aim at one of the retail giant's private-label supplement products — a category that has faced increasing legal scrutiny in recent years.

Lawsuit Claims Advertised Dosage Doesn't Match What's in the Bottle

At the heart of the complaint is a straightforward allegation: the dosage of ashwagandha prominently advertised on the product's label does not accurately reflect what consumers actually receive per serving.

The lawsuit alleges that Target markets the Up & Up ashwagandha gummies with a specific milligram dosage claim — a figure the plaintiff contends is misleading. According to the complaint, the advertised amount does not account for how the dosage is actually delivered, allegedly leaving consumers with a meaningfully lower effective dose than the packaging suggests.

The plaintiff argues that this distinction matters. Consumers purchasing a supplement specifically seek a product that delivers a stated therapeutic amount. When shopping for ashwagandha — an herbal supplement widely marketed for stress relief and general wellness — buyers frequently compare dosage figures across competing products to determine value and potential efficacy. The lawsuit alleges that Target's labeling exploits that behavior by presenting a dosage figure that, according to the complaint, overstates what the product actually delivers.

What Is Ashwagandha — and Why Does Dosage Matter?

Ashwagandha (Withania somnifera) is an adaptogenic herb that has grown significantly in consumer popularity over the past several years. It is widely sold in capsule, powder, and gummy form, with manufacturers commonly advertising specific milligram amounts per serving as a key selling point.

Research into ashwagandha's effects is ongoing, and studies suggest the herb may support stress response and cognitive function at certain dosage levels. Because consumers often select products based on dosage comparisons, the lawsuit argues that accurate labeling is a material factor in purchasing decisions.

The complaint states that had the plaintiff known the advertised dosage was allegedly misleading, she would not have purchased the product — or would have paid substantially less for it. This framing is a common legal foundation in false advertising class actions, where plaintiffs seek to recover the "price premium" consumers paid based on a deceptive claim.

Target's Up & Up Line and the Private Label Supplement Market

Target's Up & Up brand spans hundreds of products across health, wellness, and personal care categories. Private-label supplements sold under store brands have come under growing legal and regulatory attention, as consumers increasingly rely on label claims without the brand recognition that might otherwise prompt additional scrutiny.

The Federal Trade Commission has long maintained that health and supplement advertising must be truthful and substantiated. While this lawsuit proceeds under state consumer protection statutes rather than federal regulatory action, the broader context of supplement labeling accuracy is relevant to understanding why these claims are emerging.

Similar Lawsuits Targeting Supplement Labels

This case is part of a broader wave of false advertising litigation targeting supplement manufacturers and retailers over dosage, ingredient, and efficacy claims. Courts have seen a steady stream of class actions alleging that label representations — particularly milligram counts and serving size disclosures — are structured in ways that mislead reasonable consumers.

Target itself has faced prior class action lawsuits over its Up & Up product line, including allegations related to other supplement and personal care products, underscoring the litigation risk that comes with large-scale private-label manufacturing.

Related Cases

• Target Faces Class Action Over Up & Up Bandages Containing PFAS
• Supplement Maker Sued Over Misleading Dosage Claims on Label

Lawsuit: To be confirmed per court filing

Case Number: To be confirmed per court filing

Court: To be confirmed per court filing

Plaintiffs' Attorney(s): To be confirmed per court filing

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