POM Wonderful LLC (plaintiff) produced several pomegranate-based products, including a pomegranate-blueberry juice. Coca Cola Company (defendant) produced a Minute Maid juice that contained 99.4 percent apple and grape juice, 0.3 percent pomegranate juice, and 0.2 percent blueberry juice. The Minute Maid label contained the words “Pomegranate Blueberry” in large letters. Below these words, in smaller letters, the label stated, “flavored blend of 5 juices.” The label had a picture of blueberries, grapes, raspberries, a pomegranate, and an apple. POM sued Coca Cola under the Lanham Act, alleging that the Coca Cola label misled consumers into thinking that the juice was made mainly with blueberries and pomegranates. The district court granted Coca Cola partial summary judgment on the ground that the Food and Drug Administration (FDA) had permitted the label. The United States Court of Appeals for the Ninth Circuit affirmed. The United States Supreme Court granted certiorari.