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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.

Latest trends on beverages, gluten-free, clean-label, snacks

What is coming up on FoodNavigator-USA’s events calendar? From protein to non-GMO and Food Vision

From the perils of putting ‘all-natural’ on your label to what beverage execs really think about plummeting sales of diet soda, FoodNavigator-USA’s online discussion forums and face to face events...

One week to go! Join us at the Beverage Innovation Summit on February 4

Will Pepsi True & Coca-Cola Life revitalize the cola market, or are today’s more demanding and sophisticated consumers looking for more than refreshment and ‘no-artificial’ claims from their beverage calories...

Acai Roots Fruit Bar could give the frozen dessert aisle a healthy boost

Acai Roots hopes its new fruit bar will entice back to the frozen dessert aisle consumers who have given the category the cold shoulder in recent years because they perceive...

Local claims are rising star as sun sets on organic claims

New consumers continue to enter the organic category for the first time, but the health halo cast by the US Department of Agriculture’s certification is dimming as it becomes more...

Mandatory GMO labels will be seen as 'warning labels', warns GMA

Pro- and anti-GMO labeling camps square up for battle in Vermont: Clock is ticking on 'unconstitutional' law, says GMA

Supporters and opponents of GMO labeling will square up in a courtroom in Burlington, Vermont, today (Jan 7) to present oral arguments over the merits of Act 120, which will...

GLG Life Tech unveils new stevia variety with higher natural Reb A content

GLG Life Tech Corporation has announced another milestone in its effort to breed new cultivars of the stevia plant. The company has developed a variety that expresses higher levels of...

Energy products & clean labels will not drive sales in 2015, NNB predicts

The absence of clean labels and fast energy from New Nutrition Business’ list of top 10 food, nutrition and health trends for 2015 is just as important as what made...

Mudd+Wyeth take the nutrition bar category off-leash with YaffBars

To make it in the crowded energy and nutrition bar category, a company needs a great tasting product, top-notch packaging, persistence, fortitude and differentiation, says Mark Brooks, founder of Mudd+Wyeth,...

The biggest rise was in products making non-GMO or GMO-free claims

Non-GMO, gluten-free, Kosher, vegan, all-natural… What can we learn from claims made on new products in the US in 2014?

Non-GMO, Kosher, gluten-free, ethical, environmentally-friendly, lactose-free, vegan, no additives/preservatives, and on-the-go claims are all gaining more traction on US food labels; while growth in ‘all-natural’- antioxidant- and low/no/reduced sugar/sodium/fat claims...

Innovation in action

2015 will see veggies appearing in unexpected places & more demand for healthy foods

Eating all your vegetables might be easier in 2015 than in recent years as they increasingly show up in unexpected places, including desserts and drinks, according to the International Food...

GLG unveils Reb C breakthrough: 'An astounding leap forward in the natural, non-GMO agronomic development of historically scarcer steviol glycosides'

Vancouver-based GLG Life Tech has developed a new variety of stevia containing “remarkably high” levels of Reb C glycosides, which it claims could “revolutionize the global food and beverage industry’s...

General Mills settles ‘100% natural’ Nature Valley lawsuit; does not admit liability

General Mills has agreed that it will not use the term ‘100% natural’ to describe Nature Valley bars that contain certain ‘artificially produced’ ingredients in order to settle a long-running...

Hain Celestial execs predict organic, natural products will continue to grow 3 to 5 more years

Mainstream retailers that have been slow to take up the natural and organic product mantle now are realizing the trend is not a flash-in-the-pan and are scrambling to stock more...

Whole Foods ups sustainability ante with new ad campaign

Whole Foods Markets has decided to go big, with a national TV ad campaign that kicked off during a recent World Series game.  The message is one of “values,” talking...

Dr Pepper hopes for Hispanic ‘home run’ with Mexican sparkling waters brand Penafiel

As one analyst suggests that Dr Pepper Snapple Group has hit a ‘home run’ with Mexican mineral water brand Penafiel, the company says it hopes to increase distribution in the...

Consumers want to see what you are putting into the product as well as what isn’t in there

The meteoric rise of Way Better Snacks: ‘All-natural’ is all very well, but what really matters is nutrient density

With revenues going from zero to “north of $20m” in three years, the growth of Way Better Snacks has been nothing short of meteoric. But while great branding, its focus...

Sodium acid pyrophosphate (SAPP) doesn’t belong in foods labeled ‘all-natural’, FDA warns baker

Leavening agent sodium acid pyrophosphate (SAPP) doesn’t belong in products making ‘all-natural’ claims, even if they are USDA certified organic, the FDA has told a Massachusetts-based baker.

Analyst: ‘I guess Pepsi Next is now Pepsi Past’… PepsiCo takes on Coca-Cola Life with stevia-sweetened Pepsi True

Just weeks after the US launch of Coca-Cola Life, PepsiCo has unveiled plans to launch its own mid-calorie soda sweetened with a combination of sugar and stevia under the Pepsi...

Natural & Clean Label forum highlights, part II:

If GMOs were involved in any way in the production of your product and you’re calling it ‘natural’, be prepared for a lawsuit

In part one of our coverage of FoodNavigator-USA’s natural & clean label panel debate we looked at whether the FDA - or industry stakeholders - should define ‘natural’. In part...

Natural & Clean Label forum highlights, part I

CSPI: ‘A ‘natural’ definition would not be perfect, but we shouldn’t let perfect be the enemy of the good’

The notion that defining ‘natural’ is just too hard - either for the FDA or for the food industry - and that we therefore shouldn’t even bother to attempt it,...

Millennials want bold flavors, convenient protein, natural, organic, gluten-free, and non-GMO, says Diamond Foods

Diamond Foods is "competing with products addressing the trends in convenient protein, natural, organic, gluten-free, and non-GMO", CEO Brian Driscoll told analysts Thursday. And while its nuts and chips tap into some of...

Interview: Neil Goldsmith, CEO, Evolva

Synthetic biology is cheaper, faster, and more sustainable, says Evolva CEO: 'We’re proud of what we do'

What’s more sustainable? Using acres of land, water and energy to grow plants that produce minuscule quantities of natural flavors, sweeteners or phytonutrients; or making them via a fermentation process...

Attorney: ‘I don’t think food is the next tobacco… Virtually all 'all-natural' cases face significant hurdles’

While new class action lawsuits over ‘all-natural’ claims on food labels are still filed in the ‘food court’ in California on a weekly basis, some recent orders from judges handling...

B&G Foods hit with 'all-natural' lawsuit over 'artificial' or 'GMO' dextrose, xanthan gum, maltodextrin, citric acid, soy lecithin

B&G Foods is the latest firm to be hit with a class action lawsuit accusing it of misleading shoppers by labeling products containing ingredients that are “highly processed” or/and derived...

Sensient unveils next-generation technology to tackle off notes from stevia, caffeine, nutraceuticals...

Chicago-based Sensient Flavors has unveiled a new toolbox of natural flavor masking ingredients that can tackle bitterness associated with everything from stevia to caffeine by selectively targeting multiple taste receptors.