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Yesterday we took note of the lawsuit challenging fast feeders on the grounds that their advertising of various products is not consistent with the actual items.

Well, the challenge is spreading.

The New Yorker has a piece this week entitled "The Lies In Your Grocery Store," which describes how one lawyer is targeting products sold in supermarkets that mislead shoppers.

The attorney, Spencer Sheehan, of Great Neck, Long Island, "specializes in consumer-protection class-action suits. Specifically, he focusses on packaged foods, and on the authenticity of their ingredients and flavors. Sheehan has sued the makers of frosted strawberry Pop-Tarts (dearth of real strawberries), Hint of Lime Tostitos (absence of lime), Snapple 'all natural' fruit drinks (absence of natural juice), Keebler’s fudge-mint cookies (lack of real fudge and mint), Cheesecake Factory brown bread (insufficient whole-grain flour), Trident original-flavor gum (lack of real mint, despite package’s illustration of a blue mint leaf), and many more, generally seeking millions in damages from each.

"He also pursues class actions unrelated to food, involving subtle fraud in products such as toothpaste (Tom’s of Maine Fluoride-Free Antiplaque & Whitening, for containing no ingredient that fights plaque) and sunscreen (Coppertone Pure & Simple, for being neither)."

You can read the full story here.