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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.

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...

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.

FDA OKs EverSweet GRAS determination, but commercial launch date still to be determined, says Cargill

The FDA has issued a GRAS (generally recognized as safe) no objections letter for EverSweet, Cargill’s hotly-anticipated ‘next-generation’ Reb D and Reb M sweetener – produced via fermentation rather than...

LA Superior Court approves preliminary “natural claim” settlement in flax beverage case

As many courts are putting “natural claim” class action lawsuits on ice as the FDA probes what the term “natural” means, some companies are settling to avoid the expense and...

Improve organic product assortment, integration in stores to reach beyond core natural shoppers

Natural and organic are gaining momentum and driving sales across retail channels, but to capitalize fully on their potential stores and manufactures must work together to improve product assortment and...

What is natural? Over to you, FDA...

The comment period for the FDA’s probe into ‘natural’ claims has closed, leaving the agency with the unenviable task of sifting through a mammoth pile of submissions from thousands of...

Quaker Oats targeted in ‘100% natural’ lawsuit over glyphosate; but case ‘is a stretch’ for plaintiff’s bar, say attorneys

If your product contains even trace levels of pesticide residue, and you are calling it '100% natural', are you at risk of a false advertising lawsuit? Complaints filed vs Quaker...

Nearly three-quarters of families make an effort to buy organic food, OTA survey reveals

Buying organic is a top priority for many American parents, especially when it comes to the food they feed their children, according to new research form the Organic Trade Association. ...

What next for 'natural' claims? KIND urges court to leave issue with the FDA

Snack maker KIND – which faced a wave of false advertising lawsuits* last year over its use of the terms ‘healthy’ and ‘all-natural’ – has urged a New York court...

11th hour reprieve from the courts or from Congress increasingly unlikely

Bounty hunters could come after you from day one if you are not compliant with Vermont GMO labeling law, warns attorney

Private litigants, or so-called ‘bounty hunters’, may start targeting food manufacturers over alleged violations of Vermont’s new GMO labeling law from day one (July 1), lawyers at Hogan Lovells have...

FTC action casts more doubt over usefulness of 'all natural' claims

The Federal Trade Commission has taken action on natural claims, something which should make dietary supplement companies sit up and take notice, an attorney says.

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