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The makers of Canada’s most successful natural-health product are battling a class action lawsuit alleging they fraudulently misled customers into thinking Cold-FX could quickly relieve cold symptoms — contrary to their own studies.

The B.C. case is unusual among health-product class actions, charging not that the pills caused physical harm but that their benefits were misrepresented to the public.

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Previously confidential sales figures for Cold-FX, submitted as part of the case, indicate that more than $117 million worth of the ginseng-based product were sold in Canada as recently as 2011.

Developed by an Alberta-based team, and marketed through endorsements by Don Cherry and other Canadian sports celebrities, the product has grown to be the best-selling cold and flu remedy in Canada.

But much of those sales were built on false claims that the pills could bring “immediate relief” of cold and flu symptoms, alleges the lawsuit filed in B.C. Supreme Court.