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Trends > Natural claims

Natural claims

Natural claims

Consumers, the marketers all tell us, want foods that are ‘wholesome’, ‘authentic’, and above all ‘natural’, although few of them can articulate what this means. And they are not alone. Regulators on both sides of the Atlantic have not had a good stab at defining ‘natural’ either. And into this vacuum, have stepped lawyers - a lot of them. Class action lawsuits alleging consumers are being misled by 'all-natural' claims now being filed in California on almost a weekly basis. Keep up to date with all the latest developments in this new section of FoodNavigator-USA.

US consumers ‘sorely lack’ nutritional literacy, according to IFIC survey

A majority of consumers, 78%, said that they encounter a lot of conflicting information about what to eat and avoid, according to a new survey by the International Food Information...

News in brief

Prova launches natural vanillin alternative Provanil-US7

The price of vanilla is expected to go higher due to supply shortages. Prova steps in with the launch of a new vanillin ingredient that falls within FDA labeling guidelines...

Think clean label just means no artificial ingredients? Think again

CLEAN LABEL 2.0: Natural flavors and preservatives, pesticide residues, and Non-GMO in the spotlight

Think 'clean label' just means ditching ‘artificial’ ingredients and avoiding anything attracting negative press (warranted or otherwise)? Think again. Today, brands are also questioning whether ‘natural’ flavors, preservatives and sweeteners...

Clean label: What works, what doesn’t, where is it headed, and what are the legal vulnerabilities?

The clean label movement may have started as industry’s response to consumers who wanted foods and beverages made without artificial or “chemical” sounding ingredients, but overtime as brands continued to...

SPECIAL REPORT: Consumers and ‘clean’ food: Where is the clean label trend going next?

To the casual observer, ‘cleaning up’ our food sounds like an eminently sensible thing to do. But where is the clean label trend going, and is ditching every ingredient you can’t...

The FoodNavigator-USA reader survey results: ‘We’re in the 3G era... where cost cutting is valued over growth’

The results of the 2017 FoodNavigator-USA reader survey are in… and not surprisingly, given the breadth of our readership, they’re pretty mixed, with many readers excited about their company’s prospects...

Dannon attacks ‘daisy-chained’ logic in all-natural lawsuit over GM feed and dairy products

Should brands making dairy products from cows that may have consumed GM feed be allowed to market their wares as ‘all natural’? Absolutely, insisted Dannon in court papers filed this...

Spindrift CEO: 'We have all the makings of a brand that can be disruptive'

Multinationals are investing in – or snapping up - smaller, more entrepreneurial brands in the natural and organic food and beverage space faster than you can say ‘because that’s where...

More than a coffee alternative, mōCa is a superfood beverage that offers health benefits

For those who enjoy the taste and ritual of drinking a hot cup of coffee in the morning or after dinner, but don’t want the caffeine jolt the beverage delivers,...

News in brief

Clean label product launches secure spots in IRI’s ‘Most Successful Brands’ list

What do the most successful food and beverage brands in 2016 have in common? “Prevention, personalization, and pizzazz,” said Susan Viamari, vice president of Thought Leadership for market analytics firm IRI.

New kid on the block explores novel business model for stevia production

California-based B’BOX Group claims to have developed a proprietary technique for producing clean-tasting, high-purity stevia extracts that is so fast and cost-efficient that it says leading CPG manufacturers are considering...

Natural Products Expo West

Manufacturers walk tightrope between demand for natural products and greenwashing allegations

Today’s consumers want products that are natural, sustainable and environmentally friendly, but manufacturers hoping to appeal to these values face significant threats from lawsuits alleging greenwashing and evolving regulations and...

Tate & Lyle teams up with Sweet Green Fields to widen stevia's reach

Tate & Lyle and stevia supplier Sweet Green Fields have signed an exclusive partnership to develop and distribute new stevia ingredients globally.

'siratose has demonstrated potency and overall taste quality superior to existing monk fruit sweeteners'

Senomyx unveils 'natural' sweetener breakthrough, plans GRAS notification by end of 2019

Senomyx has identified a new zero-calorie, high-potency sweetening compound found in trace levels in monk fruit, which it plans to produce on a commercial scale via fermentation.  

Where next for stevia? From designer glycoside blends to fermentation and enzyme modification

If high purity Reb A used to be the only game in town when it comes to stevia, the game has become a lot more sophisticated in the past couple...

Will the ConAgra 100% natural case end up in the Supreme Court?

POM v Coke got there, but will another high-profile food litigation case – this time over GMOs and 100% natural labels on cooking oil (Briseno v ConAgra) - also end...

High prices, consumer confusion & store placement hold back organic from full sales potential

Sales of natural and organic products may be steadily increasing – and even outpacing that of the overall food industry – but three main barriers continue to hold them back...

Is ‘glyphosate-free’ certification necessary? Heavenly Organics thinks so

The effect of glyphosate on human health—and more recently, on the bee population—has been a hotly contested topic.

Sustainability concerns will color consumers’ food selections in 2017

A growing awareness of the environmental impact of food production and a desire to shop sustainably will heavily influence how consumers plan, shop for and prepare meals in the coming...

ConAgra dealt blow by ninth circuit in '100% natural' case, but its wider significance is less clear, say experts

A hotly-anticipated opinion by the US court of appeals for the ninth circuit in a high-profile false advertising case, contains bad news for defendant ConAgra Foods (now ConAgra Brands), but...

FDA probe won’t derail Kraft ‘natural cheese’ lawsuit, says judge

While some ‘natural’ lawsuits have been put on ice while the FDA mulls over the meaning of the most contentious word in food marketing, a judge handling one such case...

Soup-To-Nuts Podcast: Defining and meeting consumer demand for clean label

The predictable upcoming onslaught of annual New Year’s resolutions to “eat better” could lead to surge of consumer interest in products with short ingredient decks and “clean labels” that they perceive as healthier....

FOOD LITIGATION 101: Are you up to speed?

There have been hundreds of class action lawsuits directed against food and beverage companies in recent years over everything from evaporated cane juice to Non-GMO claims. But has the false...

Malted milk helps startup root cookies in nostalgia & be on cutting edge of current trends

The founders of startup Malt Shop Cookies are hoping to jumpstart their new ecommerce business by launching on Cyber Monday the online sale of their line of malted milk cookies...

More farm-related claims to appear on pack, Innova Market Insights forecasts

Now that clean label has moved on from being a trend to becoming “the new rules of the game,” Innova Market Insights predicts more brands will rely on 'farm to...

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