Bottled water giant FIJI is facing yet another hurdle this year, with a recent recall impacting nearly 2 million bottles distributed in Washington state and sold online nationwide. This comes on the heels of a lawsuit accusing the company of misleading consumers about the presence of microplastics in their water. Let's dive into the details of the recall and analyze the challenges FIJI is navigating.
What's Being Recalled?
The recall began in March and involves specific cases of FIJI Natural Artesian Water 500ml bottles sold in 24 packs. The affected bottles were produced between November 11th and 25th, 2023, and identified by specific UPCs. If you live in Washington State, where cases of FIJI Natural Artesian Water 500ml bottles (24 pack) were distributed, you should check for the specific UPC codes listed in the recall notice, and check the production date. You can return the product to the place of purchase for a full refund or contact FIJI directly for further instructions. If you've purchased cases of FIJI water on Amazon, you should have received a recall notice from the company.
Look for these production dates:
- Nov. 11, 2023
- Nov. 12, 2023
- Nov. 13, 2023
- Nov. 24, 2023
- Nov. 25, 2023
Look for these UPCs:
- Case UPC Code: 6 32565 00004 3
- Bottle UPC Code: 6 32565 00001 2
Why the Recall?
According to the FDA, FIJI initiated the voluntary recall after internal testing revealed the presence of manganese, a naturally occurring mineral, exceeding safe drinking water limits. Additionally, three types of bacteria were found in the water. The specific health risks associated with these bacteria are not mentioned. Today the FDA classified the Fiji recall as a Class III, meaning use of or exposure to the recalled product is not likely to cause adverse health consequences.
A spokesperson for FIJI gave the following statement: "The FDA classification announced yesterday relates to a matter from several months ago that never posed any health or safety risk. It affected products that were sold through only one distributor, and 99% of all those affected bottles were reclaimed with the remainder in warehouses to be returned. There is no higher priority to us than the safety and quality of Fiji Water. There is no health or safety risk posed from manganese or bacteria in the recalled lots of FIJI Water. Moreover, FIJI Water conducts regular testing to ensure consumers enjoy the soft, smooth taste of FIJI Water that they expect and love." *
Double Trouble for FIJI
This recall comes at a sensitive time for FIJI. Earlier this year, a class-action lawsuit alleged the company misled consumers by marketing their water as "natural artesian" while containing microplastics. Microplastics are tiny plastic particles found in various environments, and their potential health impacts are still being researched.
Has Fiji Lost Its Footing?
FIJI has long been known for its premium image, representing a luxurious and healthy source of hydration. This recent recall, coupled with the ongoing lawsuit, could potentially damage that image. Consumers are increasingly health-conscious and prioritize transparency from brands they trust. However, FIJI's prompt action in initiating the recall demonstrates a commitment to consumer safety. This, along with clear communication about the affected products, could help mitigate the long-term impact.
The Future of FIJI Water
The FIJI water recall and the ongoing lawsuit raise questions about the brand's future. Rebuilding trust with consumers will require transparency, addressing the microplastics concerns, and ensuring rigorous quality control measures are in place. Only time will tell if FIJI can weather this storm and maintain its premium status in the bottled water market.
* This article was published on May 24th at 10 AM Pacific. It was updated on May 24th at 5:30 PM Pacific to include the Class III classification of the recall, the date it began, and the quote by a FIJI spokesperson, who reached out to me via email.
