After a hard-hitting campaign against them, POM Wonderful finally announced their decision to cease all funding of animal testing on POM Juice (and POM Tea). The decision was reportedly made less than 24 hours after Whole Foods announced they would pull POM products from their stores if animal testing was not stopped by April.

Although PETA initially raised concerns that this might just be an attempt to mislead the public on their policies they have now received confirmation that the decision is real. "Neither POM Wonderful nor its related entities provide funding for ongoing animal testing on POM Juice (or POM Tea). Moreover, there are no plans to do so in the future," POM assured them.

This campaign saw a wide range of groups working seperately on the issue with tactics ranging from boycotts from larger organizations like PETA, to demonstrations by grassroots activists at the homes of company executives in Los Angeles, and even product tampering scare on the east coast, where an anonymous communique was received stating that 487 bottles of POM juice had been tainted with a gastrointestinal irritant. As a result of this scare, Wild Oats Markets pulled POM juice from their shelves.

The pressure from this campaign also resulted in the resignation of POM vice president Fiona Possell from her position of company spokesperson.