Mmmmm, doughnuts. Man, do they start the day off with a mind-boggling blast of deliciousness, especially when they're a chock-full of all that good stuff--you know, vitamins, minerals, blueberries individually handpicked and washed at the peak of perfection.

The heart of the lawsuit

Okay. So maybe doughnuts generally aren't exactly brimming with nature's best. But if a company calls their doughnut Blueberry Sugar Bits, is it really too much to ask that maybe, just maybe, there'd be a speck of a piece of a fruit in there? Not even necessarily handpicked, even, but just somewhere in the right genus? Shouldn't there be some actual maple in Maple Bar doughnut holes?

Jason Saidian of California doesn't think so. He claims that Krispy Kreme is conducting "false and misleading business practices" because its products don't contain "premium ingredients" as advertised. He's seeking class action status for a $5 million lawsuit he filed Wednesday in a U.S. District Court for the Central District of California.

Inconsistency is a hard confection to swallow

Before you think Saidian is just a sore loser looking for a quick buck and some fame, Saidian's major gripe is that other products in Krispy Kreme's line, such as Glazed Lemon Filled, do contain the "premium ingredient" implied by their title. He thus believes that the company should have recognized the potential for confusion among customers, and that Krispy Kreme purposely tried to fool buyers by "formulat[ing] and manufactur[ing] the Products in a manner that masks the absence of such [premium] ingredients."

Truth is always tasteful

Saidian's lawsuit isn't about getting the best doughnut. It's about getting the doughnut he expects. In that sense, it sends a clear message to business leaders: When you set a precedent about your product, deviations from that precedent need to be clear. Without that clarity, customers no longer feel like they can make an informed choice. And if you take away their power to make educated decisions, well, let's just say that's not a very sweet--or profitable--position to be in.