Lawsuits: S.J. supermarkets' claims are half-baked

Three supermarket chains in South Jersey face a legal challenge over claims that baked goods are prepared daily at their stores.

Proposed class-action lawsuits contend the grocers — Acme, Wegmans and Whole Foods Market — actually prepare baked goods elsewhere, then refrigerate the products until they're reheated in supermarkets.

The suits, filed Tuesday in state court in Camden, contend the firms are violating the state's Consumer Fraud Act through deceptive advertising and other improper practices.

"It was defendant's intent to mislead consumers they are buying bread and bakery products that were 'made in house' from scratch," asserts a suit against Acme. In fact, it contends, the chain "sold bread and bakery products that were frozen, delivered to its stores and then re-baked or partially baked in store."

An Acme spokeswoman defended the firm's actions Wednesday. "We have not seen any such lawsuit, however we dispute that any of the products we carry are improperly labeled," said Angela Perez, manager of communications and public affairs.

"We haven't deceived our customers in any way," said Wegmans spokeswoman Jo Natale, who said her firm had not yet seen the lawsuit.

A representative of Whole Foods declined to comment on pending litigation.

Each of the three suits seeks to represent more than 10,000 customers who are believed to have purchased "store-baked" products at the chain's New Jersey outlets since Dec. 14, 2008. Each seeks damages of at least $100 per customer, or more than $1 million.

The suits were filed on behalf of three consumers, identified only as Chan Mao of Camden County and Mladen Mladenov and Martchela Mladenov, both of Burlington County.

The suits were filed Tuesday in state court in Camden by the Lassen Law Firm and Angelova Law Firm, both of Evesham. The law firms declined to comment.

Reach Jim Walsh at jwalsh@courierpostonline.com or (856) 486-2646. Tweet him @jimwalsh_cp