G-M-Over It?

Chipotle’s new GMO-free menu has attracted many health-conscious and environmentally friendly customers as of late. However, the claim now has many California residents crying foul.

On Monday, a federal class action lawsuit was filed against Chipotle Mexican Grill, Inc. as a result of these complaints; Kaplan Fox & Kilsheimer LLP is currently suing on behalf of all Californians who have purchased Chipotle’s “GMO-free” products since April of this year.

At this time, Chipotle launched a multi-media publicity campaign called “G-M-Over it,” which highlighted its use of non-GMO ingredients. The lawsuit alleges that the claims of this promotion are false and misleading to customers, as Chipotle’s menu was never actually free of GMOs at any time.

Specifically, the suit notes that Chipotle’s meat and dairy products come from GMO-fed animals and that Chipotle sells soft drinks that are made with corn syrup, also a GMO.

“Consumers today are very concerned about what they eat, and restaurants know that consumers place a premium on food that is considered to be healthy or natural,” says Laurence D. King, an attorney for Kaplan Fox & Kilsheimer. “As a result, Chipotle’s advertising in its stores should have accurately informed customers about the source and quality of its ingredients and should not mislead consumers that they are serving food without GMOs when in fact they are.”

Currently, the case is pending in the United States District Court for the Northern District of California.