In Suchanek v. Sturm Foods, Inc., No. 13-3843 (7th Cir. Aug. 22, 2014), plaintiffs claimed defendants’ marketing of instant coffee for use in single use coffee makers, such as the Keurig system, was deceptive.  Defendant allegedly described instant coffee as “soluble and microground coffee” to conceal that the product different from the Keurig branded coffee system.  The district court denied class certification and entered judgment for defendant based on its conclusion that the label was literally true.  The Seventh Circuit reversed holding that the marketing materials could be deceptive, even if, in some regards, they were truthful.  The court concluded class certification was proper despite the fact that some questions would require individual determination and not every question could be answered on a classwide basis.  Otherwise, it would never be possible to certify a consumer class action “because some individual proof is always needed.”