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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.

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...

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

What is coming up on FoodNavigator-USA’s online events calendar? From protein to natural claims, non-GMO and dairy innovation

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 tackle some of the hottest...

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.

INDUSTRY VOX POP: Do natural claims still resonate with consumers? Mamma Chia, Runa, Saffron Road, Cargill et al weigh in

Are consumers weary of 'all-natural' claims? And if so, what other cues do they look for on pack to see if a brand fits in with their values? We quizzed...

Entrepreneur interview: Sanjiv Kakkar, managing director of Himalaya International

Himalaya International: Indian food hasn’t taken off because there’s no standard of identity

The flavors of Asia have no doubt made their mark on American palates—as Chinese, Japanese and Thai influences have made their way from niche to mainstream retail and foodservice outlets....

News in brief

GMA et al seek injunction to stop Vermont implementing GMO labeling law until legal dispute is resolved

Food trade associations are seeking a preliminary injunction to prevent the state of Vermont from implementing its GMO labeling law (Act 120) until a lawsuit they have filed that challenges...

Bootstrapping, brand-building & Fresh & Easy’s quest for what's ‘fresh, unique and new’: A day at the Food & Beverage University

From how to keep control of your trade spending to presenting the perfect pitch to investors (spoiler alert: ‘Let me get back to you on those numbers’ will not inspire...

More ‘all-natural’ blues for Kashi as Florida judge allows GMO/all-natural class action to proceed

Just months after Kashi agreed to settle a California class action lawsuit accusing it of deceptively advertising its wares as ‘all-natural’, a judge has allowed most claims in a similar...

General Mills to acquire Annie’s in $820m deal to expand natural & organics portfolio

General Mills has made a bold move to expand its presence in the fast-growing natural and organics market with an $820m deal to acquire Annie's.

Special edition: Natural & clean label trends

There’s a general lack of consumer education on natural colors: FMC

More and more consumers are digging into ingredient labels and questioning what’s in their food, down to what’s used to color it. 

Special edition: Natural & Clean Label Trends

RD: ‘Natural’ claim tarnished, but still meaningful

Despite the legal hot water in which many manufacturers and retailers have found themselves in recent months over “natural” and its growing list of synonyms, the term likely won’t disappear...

Natural vs organic: What’s the difference, and do shoppers care?

How clean is your label, and who decides - plaintiff's attorneys or Whole Foods Market? Are ‘all-natural’ claims still resonating with consumers or are other on-pack cues more important? And...

Pure Via labels will be amended, but 'natural' claim will stay

What is natural, and who decides? Pure Via latest stevia brand to settle class action suit over ‘natural’ claims in $1.65m deal

10 months after Cargill agreed to settle a class action lawsuit alleging it was misleading shoppers by marketing consumer products under the Truvia brand as ‘natural’, the firms behind rival...

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