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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.

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...

Energy drinks are in the spotlight again after man develops acute hepatitis after excessive consumption

The health and safety of energy drinks and shots could come under the microscope again after a man developed acute hepatitis after excessive daily consumption of such a product, as...

The growing demand for free-from foods offers Hispanic food, beverage new growth avenue

The Hispanic food and beverage market in the US is growing steadily along with the Latino-American population, but manufacturers can speed its growth and expand the appeal of their products...

Nothing But Real’s Oat Chocolate & Protein pushes free-from trend into protein shake category

On a mission to “take back” food from the chemical industry which “hijacked” it, CPG manufacturer Nothing But Real is launching its debut product: Oat Chocolate & Protein – a...

Expo East

Zevia expands beyond soda with cocktail mixers, sparkling water & energy drinks

With the launch of a new line of cocktail mixers, Zevia continues its transformation from a leader specializing in only diet, all-natural soda to a multi-service platform that offers beverages...

Rebranding as Soul Sprout gives former Two Moms in the Raw broader appeal, scientific grounding

Veteran snack-maker Two Moms in the Raw expands its portfolio of organic plant-based products after rebranding as Soul Sprout to appeal to more consumers and better communicate the added-value of...

Soup-to-Nuts Podcast

Soup-To-Nuts Podcast: 5 trends driving growth in natural & organic

As US consumers embrace a healthier lifestyle focused on prevention rather than treatment, they increasingly are turning to the natural and organic channel for products that are clean, natural and...

IBIE 2016 PREVIEW

Clean label: Small but growing part of bakery products mix, says DuPont

Clean-label products represent a small but growing part of the bakery market, according to ingredients supplier DuPont Health and Nutrition.

Three overlooked “superfoods” rising in popularity thanks to innovative formats

Superfoods are no longer restricted to exotic and hard to find plants in under-developed countries. Rather, the latest batch comes from a little closer to home and likely already are...

News in brief

Roha to open new $5m natural color facility in St. Louis, MO

Slated for completion next month, the new 16,000 square-foot facility dedicated to natural colors will bring the global color ingredient company closer to US manufacturers.

In the age of clean label, are consumers in developed markets losing interest in fortified foods?

With clean label now “the most dominant trend in food and drink," many food and beverage manufacturers are moving away from fortifying foods with minerals, vitamins and other nutritious ingredients, says Euromonitor...

Innovation hot spot lies at overlap of 'natural,' science and sustainability, expert says

The drive toward shorter, cleaner labels and the oft-mentioned dearth of innovation in the supplement sphere are both factors of the maturation of the dietary supplement  and functional foods industries,...

Hip Chick Farms overcomes terrible odds to secure $2M to fund fast-paced growth

After pitching potential investors for “two years solid,” all the hard work of the co-founders of Hip Chick Farms finally paid off – literally – to the tune of $2...

General Mills announces ingredient removal from cereals via … a rabbit video competition?

In an effort to engage consumers, General Mills called for submissions of rabbit videos doing athletic tricks to build awareness around the removal of artificial colors and flavors in some...

Soup-To-Nuts Podcast: What does it take to drive up seafood consumption in the US?

Seafood checks many of today’s on-trend boxes, including being high in lean protein and omega-3 fatty acids, sustainable, natural and minimally processed – yet consumption of it in the US...

Natural colors will see 'upsurge' in sales and market share in 2016, Future Marketing Insights predicts

Lingering consumer health concerns about artificial dyes combined with a more general demand for “clean labels” is contributing to an “upsurge” in the natural colors market that has ingredient suppliers...

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