Consumers intuitively associate 'evaporated cane juice' with sugar cane and are well aware that it is a sweetener, Whole Foods Market has argued in a motion to dismiss a false advertising lawsuit. The class action* - filed on April 23 by Missouri plaintiff Lois Bryant - is the latest in a series of lawsuits in which plaintiffs argue ECJ is just a euphemism for sugar and that manufacturers only use it on labels because it sounds healthier/more natural and conceals the fact they are adding sugar to their products.