Activists have been after POM to stop needless animal testing since at least early last year. POM used the testing to try to help bolster hyperbolic marketing claims regarding pomegranate juice. People for the Ethical Treatment of Animals (PETA) had launched a boycott, petition and letter-writing campaign. But the heat was turned up lately when a hoax product tampering in December by a group calling itself the Animal Rights Militia led some East Coast stores such as Wild Oats to pull POM from their shelves. Shortly thereafter, POM's VP resigned, and certain eateries stopped selling POM due to their use of animals. The final straw was when activists convinced Whole Foods to discontinue distribution of POM Wonderful. The company then relented and announced a decision to stop testing on animals. POM's intentions to not contract the experimentation of animals out to other firms remains unclear.

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Related: Activists Shrug Off New Animal Enterprise Terrorism Act | POM Wonderful Vice-President Resigns Under Siege | Malibu eatery refuses to sell the trendy health drink, POM Wonderful | Whole Foods Market to Pull POM Wonderful Products Off Shelves | PETA2 Youth Activist Website's Can You Believe That Juice Is Tested on Animals? | PETA's POM Horrible campaign