Try refillable water bottles. (Benzene is a toxic chemical and industrial solvent. Nestlé agreed to pay $10 million to a charity to end that false advertising lawsuit. The Arrowhead brand controversy is multi-dimensional, with all the intrigue of the water story in the movie “Chinatown”. Remember Perrier? This is not Nestlé’s first rodeo with damaged branded bottled water problems: Nestlé knows how long it takes to heal a damaged brand. “I know there are scares from time to time with the safety of tap water. The plaintiffs amended the class action suit as directed to cover 8 states not 9 states. The complaint contends that Baker’s family purchased and drank Nestle Pure Life water bottles “on multiple occasions in the last year.” She sent a letter to Nestle on March 21 asking them to stop the production and sale of Nestle Pure Life Purified drinking water and “pay full restitution to all affected California consumers,” according the complaint. Another conviction for false advertising may alter consumers’ perceptions of Nestlé’s other brands, such as the purity of Gerber baby food, for example. In 1990, bottles of Perrier in North Carolina were found to contain traces of benzene, a substance linked to cancer in animals when fed in high doses. Nestlé’s pronouncements about Poland Spring have been questioned and in one case confirmed. Nestlé acquired Perrier (1992) in a fire sale: Perrier was a damaged brand. Perrier SA, Perrier Group, and Perrier Group NA initially said a worker contaminated a bottling machine by inadvertently cleaning the bottling machine with benzene. In 1990, Poland Spring had about $621 million in revenues, and approximately 70% of its sales were bottles sold at retail in stores. However, the recall expanded to 160 million bottles globally after more contamination was discovered overseas. I’m saving money every time I do that!”. Nestlé Pure Life earned its place as the world’s largest bottled water brand by delivering pure, safe water in more than 40 countries, across five continents, and through generations of consumers. Arrowhead is a storied brand: are Nestlé’s actions good for the brand-business, good for loyal customers and good for corporate citizenship? Low-end water brands compete with store brands and private label brands and have low margins. Monsieur Leven decided to buy up several American bottled water brands including Calistoga in California and Poland Spring in Maine. It’s believed that the particles enter the bottle during the packaging process. There is no way to know whether Poland Spring brand damage will affect Nestlé’s corporate image. Researchers tested 250 bottles of water worldwide — in the United States and also in Brazil, China, India, Indonesia, Kenya, Lebanon, Mexico and Thailand. Nestlé Pure Life is committed to Healthy Family Hydration. © 2020 Forbes Media LLC. Perrier’s French owner, Gustave Leven, believed in bottled water and saw the U.S. as fertile ground. The class action suit asks $5 million in damages for false advertising, deceptive labeling, breach of contract, and several other claims. Nestlé’s mainstream water brands are losing business. All Rights Reserved, This is a BETA experience. When you buy bottled water, you do it with the expectation that you’re getting a product that’s somehow healthier than tap water. CEO of Arcature brand consultancy focused on growing brand value, EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation BrandVoice. It involves the Morongo Indian reservation, Nestlé’s 25-year deal with the reservation, the U.S. Forest Service, the semantic differences between spring water and percolating ground water, lapsed permits, product labeling, conservationists, water rights and the pumping of millions of gallons of water from California’s desert towns. Plaintiffs allege that instead of spring water, Nestlé’s Poland Spring has been selling its customers billions of gallons of groundwater. The SUNY study tested big-name bottled water brands like Aqua, Aquafina, Dasani, Evian, Nestle Pure Life and San Pellegrino. Dancing around an important trust issue only sows more seeds of distrust, especially when a brand seems to have a history of allegedly playing cute with the truth. Bottled water, on the other hand, is only tested several times a year in some facilities.”. Financial Times Lex column comments that Pepsi and Coca-Cola will not be interested in these Nestlé water brands. In 2017, plaintiffs brought the current case to court. With all of today’s uncertainty, customers want truth telling and transparency from brand-businesses more than ever. According to a Nestlé spokesperson, state regulators in Maine have “have consistently verified that the Poland Spring brand’s sources are ‘spring water.’”. The current class action lawsuit states that Poland Spring water is not spring water and not from pristine and protected sources and not naturally purified. Brand-businesses must be open and truthful in order to engender trust. Another reason Clark prefers filtered tap water over bottled water? The gist of the lawsuit is that Nestlé’s advertising and claims for the Poland Spring brand-business are bogus: a “colossal fraud:” that, in fact, Poland Spring water does not have a drop of spring water. The international, high-end bottled water marketplace grew and other brands (Evian, Fiji for example) gained market share, relegating Perrier to just another fancy foreign bottled water option. As the furor grew, Perrier changed its explanation, acknowledging that benzene is found naturally in its spring in France: the contamination occurred because workers failed to replace filters designed to remove the benzene. Right now, our sister site has a link to a deal on a three-pack of Contigo water bottles for for $17 with free shipping. In 2017, following a horrendous drought, the California Water Resources Control Board accused Nestlé of not having the rights to continue taking millions of gallons of water from the San Bernardino National Forest.