The lawsuit alleges, among other things, that Hello violated federal advertising laws by claiming that its anti-cavity toothpaste is “99% Natural” when it contains ingredients that are extensively and chemically processed. The P.I. requires that, beginning March 25, Hello Products must suspend making certain claims on its toothpaste packaging and advertising, including the claim that it is “99% Natural.”
P&G had originally asked Hello to discontinue making the “99% Natural” claim over eight months prior to filing the lawsuit.
Hello entered the market this year, as previously reported in Happi. P&G recently rolled out Crest Be, a new line of natural and flavorful toothpastes, also in Happi.