Despite what the company says, some people think the fact that it's a French word should supersede what the company arbitrarily decides. Just because a company wants to mispronounce a word doesn't make it right.
La Croix is a French word and should be pronounced the French way.
I pronounce La Croix "La Kwa" cause it's a French word and that's how to say it. Why do "Pamplemousse" in French if you're not doing French?