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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.

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...

IFT 2016 in review

PhytoShield offers clean label solution for longer shelf-life and quality without preservatives

Manufacturers reformulating to meet consumers’ growing demand for products without preservatives now have another tool at their disposal following PLT Health Solutions’ and Flavor Solutions, Inc.’s July launch of PhytoShield...

Confectionery Trend-Watching

As consumers become increasingly health conscious, what drives confectionery sales?

US consumers are starting to put more thought into eating healthily. But for confectionery, indulgence still drives the decision to purchase.

Soup To Nuts Podcast

Soup-To-Nuts Podcast: The rise of ‘ethical claims’ and their marketing potential across categories

Consumer demand for products and companies that “do good” – such as donate a percentage of sales to a non-profit, follow environmentally friendly practices or meet religious needs – continues...

Aspartame-sweetened Diet Pepsi to return as 'classic' sub-brand

Old Diet Pepsi recipe to return in the fall as 'classic' sub-brand: A savvy move or is Pepsi rearranging deckchairs on the Titanic?

Aspartame, said PepsiCo in April 2015, “is the #1 reason why US consumers say they are drinking less diet cola, so we’re confident that with this change [to sucralose], consumers will come...

What makes food brands ‘authentic’? Survey asks Millennials to weigh in

Both consumers and marketers often use the buzzword 'authentic,' but what exactly does it mean? A new consumer report zoomed in on today’s favorite demographic—millennials—to find out what a brand...

Federal GMO labeling bill hailed as 'true compromise,' but critics say it's woefully inadequate

Attempts to reach a federal GMO labeling solution have failed miserably to date. However, a bipartisan deal requiring mandatory GMO labeling (via smartlabels, symbols or as yet undetermined wording) thrashed...

‘Clean label’ refrigerated coffee creamers projected for a 15% market boost by 2020

Even food items used sparingly, such as refrigerated coffee creamers, are expected to sport a clean label and bring better-for-you ingredients to consumers.

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