Pomegranate juice can change your life, preventing prostate and breast cancer, protecting against heart disease and even alleviating erectile dysfunction, if the health claims of a California group are to be believed.
Could it be the elixir from the original fruit of the Garden of Eden? No, says the US Federal Trade Commission, which is suing the California group POM Wonderful for making “false and unsubstantiated claims” about its products.
POM has said it would challenge the FTC, setting up a high-profile battle between the maker of the popular juice and authorities over the so-called superfood which has also been purported to help fight Alzheimer’s disease and arthritis and improve sperm quality.
“Any consumer who sees POM Wonderful products as a silver bullet against disease has been misled,” said David Vladeck, director of the FTC’s bureau of consumer protection.The company, a unit of the Roll International group that includes Teleflora and Fiji Water, is gearing up for battle. It has filed its own lawsuit against the FTC alleging interference with its free speech rights for POM, which does not publish financial results but is believed to have sales of some 100 million dollars a year.