What’s in a name? Superstore owner sues for ‘false advertising’
The owner of an energy supplement store in South Carolina is suing for false advertising after the store was falsely named as a SuperStore in a marketing campaign.
The lawsuit filed Thursday in a U.S. District Court in Columbia accuses SuperStore of misleading consumers by using the company’s name in a TV commercial for its potassium supplement SuperStore.
The SuperStore has been in business for more than 20 years in Charleston, South Carolina, and in South Dakota.
The name is an acronym for Superstore Nutrition.
The suit alleges that the SuperStore’s name has been used to mislead consumers who have purchased a Superstore product or who visited a Super Store to buy or receive a Super-Sell product.
The company has defended itself by pointing to the fact that its products are not SuperStore-branded.
The complaint also states that the company is not responsible for the misleading labeling.
In the TV commercial, a reporter asks customers to take a sample of a SuperBean for a daily supplement, which is a liquid, granular substance that is extracted from the kernel of a vegetable.
The SuperBeans are the base of the product.
SuperBea, the company says, is an excellent source of calcium, vitamin D and potassium, and it’s available in the Super Store at a much cheaper price than a SuperNutrition.
SuperStore is owned by Scott Kipnis, who previously served as president of SuperStore Nutrition and a consultant for the company.
The court filing seeks unspecified damages.
Kipnis was not immediately available for comment.
The South Carolina SuperStore said in a statement Thursday that it is aware of the lawsuit and that the claims have been thoroughly investigated.
“As a responsible SuperStore, we are investigating the allegations,” the statement said.
“We take the safety of our customers and the health and safety of their families very seriously.”
SuperStore Nutrition said in its statement that the “SuperStore name has never been a misleading label or advertising campaign.”