Cookware Giants Sue Caraway Over PFAS Marketing as Industry Self-Regulator Sided With Challenger

Groupe SEB USA and Meyer filed suit in federal court in February against direct-to-consumer brand Caraway, claiming its "PFAS-free" marketing harms the broader cookware sector. The lawsuit escalates after the National Advertising Division, the industry's self-regulatory body, ruled that Caraway could continue the claims with minor restrictions. The dispute reflects tension between established manufacturers defending FDA-approved non-stick coatings and a challenger leveraging consumer concern about forever chemicals to gain competitive advantage.