DIEBLER v. SANMEDICA INTERNATIONAL, LLC

CourtDistrict Court, D. New Jersey
DecidedOctober 28, 2021
Docket1:19-cv-20155
StatusUnknown

This text of DIEBLER v. SANMEDICA INTERNATIONAL, LLC (DIEBLER v. SANMEDICA INTERNATIONAL, LLC) is published on Counsel Stack Legal Research, covering District Court, D. New Jersey primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
DIEBLER v. SANMEDICA INTERNATIONAL, LLC, (D.N.J. 2021).

Opinion

[Doc. No. 66] UNITED STATES DISTRICT COURT DISTRICT OF NEW JERSEY CAMDEN VICINAGE

HOLLY DIEBLER, individually and on behalf of all others similarly situated,

Plaintiff, Civil No. 19-20155 (NLH)(MJS)

v.

SANMEDICA INTERNATIONAL, LLC, et al.,

Defendants.

O P I N I O N This case concerns a class action lawsuit brought on behalf of purchasers of SeroVital-hgh. Presently before the Court is Plaintiff’s motion for leave to file first amended complaint. Doc. No. 66 (the “Motion”). The Motion is opposed. Doc. No. 70. The Court exercises its discretion to decide Plaintiff’s motion without oral argument. See FED. R. CIV. P. 78; L. CIV. R. 78.1. For the reasons to be discussed, Plaintiff’s Motion is GRANTED in part and DENIED in part. Background Plaintiff, Holly Diebler (“Plaintiff”), filed this putative class action on November 13, 2019, challenging the advertising and efficacy of SeroVital-hgh (“SeroVital”), a purported Human Growth Hormone (“HGH”) supplement produced by Defendant, SanMedica International, LLC (“Defendant”). Doc. No. 1 (“Complaint”). The Complaint includes two counts: (1) Violation of the New Jersey

Consumer Fraud Act, N.J.S.A. § 56:8-1, et seq.; and (2) Breach of Express Warranty, N.J.S.A. § 12A:2-313, et seq. Id. The class of affected consumers is defined in the Complaint as “[a]ll persons who purchased the Product [SeroVital] in the state of New Jersey for personal use and not for resale, during the time period of six years prior to the filing of the Complaint, through the present.” Id. at ¶ 50. In September 2020, the Complaint survived a pre- answer motion to dismiss, save for Plaintiff’s request seeking injunctive relief against Defendant. Doc. Nos. 29, 30. The gravamen of Plaintiff’s suit is that SeroVital, despite being marketed as a HGH supplement that can “make users look and feel decades — not years, but DECADES — younger,” is “no more

effective for its advertised purposes than a placebo, and is therefore worthless to New Jersey consumers . . . ” Compl. at ¶¶ 1–5, 19. Plaintiff alleges that the scientific community has confirmed that: “(1) the Product cannot increase HGH levels whatsoever, let alone by 682%; (2) the Product does not reduce wrinkles, ‘decrease[] body fat,’ ‘increase[] lean muscle mass,’ strengthen bones, ‘improve[] mood,’ ‘heighten[ ] sex drive,’ or make ‘users look and feel. . . decades younger’ because the oral administration of amino acids like SeroVital does not increase growth hormone bioactivity; (3) there is no causal link between increased HGH levels and most of the claimed uses, including wrinkle reduction, increased lean muscle mass, stronger bones,

improved mood, [or] heightened sex drive; and (4) if SeroVital were to increase HGH levels as claimed, it would cause significant health risks.” Id. at ¶ 2. Plaintiff now moves to amend the Complaint to add parties and a cause of action alleging a fraudulent enterprise is behind SeroVital and other supposedly identical products. Specifically, Plaintiff seeks to (1) add an additional cause of action for violation of the Racketeer Influenced and Corrupt Organizations

Act (“RICO”), 18 U.S.C. § 1962(a), (c)-(d), and related allegations (the “Proposed RICO Claim”); (2) add proposed defendants Basic Research Holdings, LLC, Basic Research Intermediate, LLC, and BR Cos, LLC (the holding companies for the Basic Research Enterprise that at different times wholly owned the following subsidiaries), Basic Research, LLC (the sales and distribution department for the alleged enterprise’s products), Sierra Research Group, LLC (the research and development department for the alleged enterprise), CRM Specialists, LLC (the customer service and direct to customer sales department for the alleged enterprise), Limitless Worldwide, LLC (the alleged nominal manufacturer of alleged identical products SeroDyne and Thrive), Novex Biotech, LLC (the alleged

nominal manufacturer for alleged identical product GF-9), and Bydex Management, LLC (the human resources department and alleged nominal employer of the individuals who work for the purported enterprise), and Bodee Gay, Gina Daines, Haley Blackett, Kimm

Humphries, and Mitchell K. Friedlander (who owned, have been executive officers, and/or have directly participated in and/or controlled the research and development, manufacturing, marketing and advertising, and sale of the Products for the alleged fraudulent enterprise) (collectively the “Proposed Defendants”)1; (3) add SeroDyne, Thrive and GF-9 as substantially similar, if not identical, products to SeroVital; (4) add Edward and Diane Lenhart as plaintiffs (collectively, “Proposed Plaintiffs”); (5) assert alter ego claims under Count Two alleging Violation of New Jersey Consumers Fraud Act, N.J.S.A. § 56:8-1, et seq., and Count Three alleging Breach of Express Warranty N.J.S.A. § 12A:2-313, et seq.; and (6) add a claim for treble damages under the New Jersey

Consumer Fraud Act, codified at N.J. Stat. Ann. 56:8-19 (“Proposed Treble Damages Claim”) (collectively, the “Proposed Amendments”). Doc. No. 66-10 (“Proposed Amended Complaint”); Br. in Supp. at *4-

1 The Court further notes that Majestic Media, LLC, identified by Plaintiff as the entity responsible for marketing and advertising the products, is listed in the Proposed Amended Complaint as a defendant, as well as in the case caption to that proposed filing. Doc. No. 66-10 (“Proposed Amended Complaint”) at ¶ 23(f). While not specifically identified as a newly proposed defendant in Plaintiff’s brief, the Court relies on the Proposed Amended Complaint and will consider this entity as a Proposed Defendant for purposes of this Motion. 5 [Doc. No. 66-1]. Like the claims brought in the original Complaint, the Proposed Amendments focus on the alleged research, marketing, and sales activities of the Proposed Defendants.

According to Plaintiff, the Proposed Defendants comprise a complex corporate structure engaged in a scheme to defraud consumers by manufacturing, marketing, and selling the same product rebranded as different products using the same self-funded study to substantiate false and misleading claims. See Proposed Amended Compl. ¶¶ 1-9. Specifically, Plaintiff seeks to allege that the enterprise manufactures, markets, and sells identical products SeroDyne, Thrive, and GF-9 with the same formula and same purported substantiating science as SeroVital derived from affiliate Sierra Research, LLC, using different nominal manufacturers to create a perception of independence and legitimacy for the products in what amounts to a pattern of racketeering activity. Id. Plaintiff claims

that Defendant and Proposed Defendants engaged in acts of mail fraud and wire fraud to effectuate the scheme. Id. ¶¶ 163-172 Plaintiff represents that most of the key facts underlying the Proposed Amendments in the instant Motion were revealed during Defendant’s Rule 30(b)(6) depositions taken in a related matter, Pizana v. SanMedica International LLC, No. 1:18-cv-00644-DAD-SKO (E.D. Cal., filed May 9, 2018), in September and November 2020. Bruce Decl. ¶ 3 [Doc. No. 66-2]; Br. in Supp. at *6-7. These

alleged facts, many of which Plaintiff claims were solely in Defendant’s possession, include information regarding alleged interrelationships between the various Proposed Defendants and Defendant and their involvement in a single enterprise to

manufacture, market, and sell the same amino acid formula under different brand names based on the same purported science. Id. As addressed further herein, Defendant opposes this Motion. Defendant points to Plaintiff’s alleged undue delay and maintains that the Plaintiff has been in possession of the facts that form the basis of this Motion for several years. Price Decl. ¶¶ 3-11 [Doc. No. 70-1].

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