Why Big Cookware Companies Are Suing a Startup Over "Chemical-Free" Claims

Groupe SEB USA and Meyer, two of the largest cookware manufacturers in the world, filed a lawsuit against Caraway, a smaller direct-to-consumer cookware company, in February 2025. The dispute centers on how Caraway markets its pans and pots — specifically, the company's claim that its products are "nontoxic" and made without PFAS, a type of chemical used in traditional non-stick cookware.

What makes this lawsuit notable is what it reveals about a bigger fight happening in the cookware industry. As more consumers worry about chemicals in their kitchens, and as states consider banning certain chemicals, traditional cookware makers are pushing back against companies that position themselves as "safer" alternatives.

What Are PFAS and Why Do They Matter?

PFAS stands for per- and polyfluoroalkyl substances — a group of synthetic chemicals that have been used in consumer products since the 1940s. You will find them in non-stick cookware, food packaging, and water-resistant clothing.

PFAS are called "forever chemicals" because they do not break down easily in the environment or in the human body. Scientists have detected PFAS in the blood of most Americans, and health researchers are studying whether long-term exposure causes problems.

For cookware specifically, manufacturers have relied on PFAS-based coatings to make pans non-stick and able to withstand high heat. The tradeoff is that these chemicals remain in products and, in very small amounts, can migrate into food during cooking.

The FDA has approved certain types of PFAS for food contact applications since the 1960s, meaning the agency considers current levels safe for consumer use. Even so, regulatory agencies worldwide are tightening restrictions. The EPA announced in January 2024 that manufacturers cannot start using certain PFAS without special permission. In February 2024, the FDA noted that paper and paperboard food packaging treated with PFAS grease-proofers is no longer being sold in the U.S. market.

Enter Caraway and the Marketing Battle

Caraway, founded by Jordan Nathan, built its business on ceramic-coated cookware as an alternative to traditional non-stick surfaces. The company's strategy is straightforward: make products without PFAS and advertise them as a safer choice.

This positioning worked. As consumer awareness of forever chemicals has grown, so has demand for PFAS-free products. For Caraway, this has meant rapid growth and a clear marketing edge over incumbents.

But here is where the lawsuit enters the picture. Groupe SEB USA (which owns T-fal, All-Clad, and Krups) and Meyer (which makes Anolon and Circulon) argue that Caraway's marketing implicitly says their own products are unsafe — even though those products meet current FDA standards. By labeling its own cookware as "nontoxic," Caraway, in their view, unfairly suggests that traditional non-stick cookware is toxic.

The two companies formed the Cookware Sustainability Alliance in 2024 to coordinate their response. They first challenged Caraway's claims through the National Advertising Division, an industry self-regulatory body. The NAD ruled that Caraway could continue to call its products "nontoxic" and "PFAS-free" but should drop certain specific claims in its ads. Unsatisfied, the alliance filed suit in federal court.

Why This Lawsuit Matters

This dispute reflects a pattern we have seen before in consumer products. When one company builds its brand around avoiding a chemical that competitors still use — and when consumers start to worry about that chemical — it creates tension. The traditional manufacturers either have to switch their formulas (costly) or defend existing approaches (difficult, when public concern is rising).

The outcome of this case could affect how cookware companies, and other consumer goods makers, are allowed to advertise their products. If the courts rule in favor of the alliance, companies will face stricter limits on how they can position "chemical-free" or "safer" claims. If Caraway wins, other startups may follow the same playbook.

There is also a practical consideration: ceramic cookware, like Caraway's, performs differently from traditional non-stick. High-heat cooking — the kind professional chefs use — has historically been harder with ceramic coatings. That is partly why celebrity chefs wrote letters opposing California's attempt to ban PFAS in consumer products in fall 2024. They worried that restrictions would force them to abandon tools that work well for their craft.

The FDA plans to test foods for PFAS through 2026 as part of its routine monitoring program. If those tests find safety problems, it would likely support the case for PFAS-free cookware. If they show that current approved uses remain safe, it strengthens the argument that traditional cookware poses no real risk.

For now, the cookware aisle sits at a crossroads. One path leads toward PFAS-free alternatives and stricter regulation. The other preserves traditional non-stick technology under the assumption that current FDA approval ensures safety. What courts and regulators decide in the next year or two will likely settle which direction the market takes.