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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.

Open innovation update: Unilever wants tools to provide a ‘radically new view’ of consumers; Kraft Heinz seeks new sustainable oil sources

Unilever is searching for radical new ways to understand what consumers really want, Kraft Heinz is looking for novel sources of sustainable oils, and Mondelez is on a mission to...

Pizza makers should re-think marketing, formulation to appeal to health-conscious women, study finds

The cliché of pizza lovers as beer-pong playing frat boys or men sharing a slice while watching sports is all wrong – and as a result, so are many manufacturers’...

Flavor Trends

General Mills will remove artificial colors, flavors from fruit snacks

General Mills seeks to lead the charge to remove artificial colors and flavors from artificial sources from the fruit flavored snack category, just as it is doing in the cereal...

News in brief

Target to provide more ‘locally relevant’ food & beverage brands

A key part of Target’s strategy to ‘reinvent’ its food offering will involve offering more local products, from specialty foods to craft beer, chairman and CEO Brian Cornell told analysts...

87% of consumers globally think non-GMO is ‘healthier’. But where’s the evidence?

A large consumer study* from market researcher Health Focus International spanning 16 major consumer markets includes this pretty jaw-dropping statistic: 87% of consumers globally think non-GMO foods are ‘somewhat’, or...

Kellogg and General Mills artificial-free pledge won’t reverse cereal decline, says expert

Kellogg and General Mills’ pledges to remove artificial ingredients from their cereals in the coming years will not be enough to help cereal rebound but could spark an R&D trend,...

Dairy Innovation Forum highlights: Hip cottage cheese, gut-friendly milk, tarte asian yogurt and why fat is back

From the challenges of sourcing organic milk, to the threat 'alternatives' milks pose to the dairy sector and the 'scary' promotional dynamics of the yogurt category, the FoodNavigator-USA Dairy Innovation...

Meet the people behind a2 milk, Yasso, Smári Organics, Tarte Foods, and good culture

The FoodNavigator-USA Dairy Innovation Forum is now available on demand!

Missed our Dairy Innovation Forum? No problem, it's now available on demand to registered delegates for the next three months.

Hampton Creek CEO says letter to presidential candidates seeks 'authentic leadership on food'

For Hampton Creek CEO Josh Tetrick, food lies at the heart of the debate about what path the country should take in the upcoming presidential election. That’s why he recently...

UNPA report shows organic and natural products sales surging in Arizona despite state's sizable couch potato segment

Arizona is emerging as a hotbed for sales of organic and natural foods and beverages, dietary supplements and other natural products, according to a new analysis by the United Natural...

FDA revises warning letter over HFCS and 100% natural claims to ‘avoid any confusion’

The FDA has removed a paragraph from a recent warning letter to a seafood company challenging ‘100% natural’ claims on a product containing high fructose corn syrup (HFCS), following an...

Summer Fancy Food Show

Simply Gum offers all-natural, high-end alternative to conventional products

New York-based start-up Simply Gum offers consumers an elegant, all natural alternative to conventional chewing gums, many of which the company founder says include plastic and other synthetic ingredients.

DIC Corp unveils state of the art spirulina extraction plant to meet growing demand for natural blue food color

Tokyo-based DIC Corporation - which claims to be the world’s largest producer of spirulina – has finished building a $10m state-of-the-art extraction plant for the blue-green algae in southern California to...

Kraft in legal hot water over 'natural cheese' and 'all-natural' Capri Sun

Kraft Foods Group has come under renewed fire over ‘natural’ claims this month, with a judge certifying a false advertising lawsuit over its ‘natural cheese’ and a plaintiff filing a...

Most consumers spend majority of grocery budget on packaged foods, CivicScience finds

Consumers may talk big game about buying more fresh foods, but most still spend the majority of their grocery budget on packaged, prepared foods, new research from CivicScience reveals. 

General Mills to remove artificial ingredients from cereals by 2017

General Mills will remove all artificial flavors and colors from its breakfast cereals across the US over the next two to three years.

What are the hottest dairy trends – and companies - to watch in 2015?

What are the hottest new trends in dairy? Grass-fed everything? A whole milk renaissance? High-protein kefir? Quark? And what’s next after Greek yogurt?  

Kashi agrees to pay up to $3.99m to settle 'all-natural' lawsuit; Campbell Soup under fire over Prego labels

New developments in three high-profile false advertising lawsuits underline the risks associated with making ‘all-natural’ claims on foods made with genetically engineered ingredients, with Kashi and Karlin Foods agreeing to...

Monk Fruit Corp doubles capacity as more US firms add monk fruit to sugar reduction toolkit

BioVittoria and Guilin GFS Bio-Tech Co have doubled their monk fruit supply and significantly boosted production capacity following a multi-million-dollar investment leading to the formation of a new company -...

News in brief

Boulder Brands CEO Steve Hughes quits as firm warns Q2 sales will decline

Shares in Boulder Brands – the firm behind EVOL Foods, Udi’s Gluten Free and Smart Balance – plummeted this morning after CEO Steve Hughes resigned and the firm warned that...

Diamond Food’s expands healthy, natural snack offerings under Kettle and nut brands

Efforts by Emerald Premium Snack- and Kettle brand chip-maker Diamond Food’s Inc. to meet consumer demand for healthy, natural and convenient snacks are paying off with sales climbing 2.5% to...

Winston Lee: 'We're caramelizing milk and sugar together and then culturing it'

Tarte Asian Yogurt CEO: 'Greek has 47% of the market; we’re going after the other 53%'

When Winston Lee started pitching Tarte Asian Yogurt to retailers three years ago, the market had already hit peak Greek, he says: “Buyers were already looking at what's next after...

Smucker’s will launch more “clean” & “healthy” products in fiscal 2016, executives say

Peanut butter and jelly maker J.M. Smucker Company plans to introduce more than 100 new products in the coming year – most of which will be “clean” and “healthy,” according...

Americans believe ‘preservatives / chemicals’ are significantly more harmful than added sugar, saturated fat and sodium, says new poll

A poll* of more than 4,200 US consumers conducted in April 2015 by CivicScience shows Americans believe that ‘preservatives / chemicals’ are significantly more harmful to their heath than added...

Jelly Belly will launch organic confections, jelly beans and fruit snacks, CEO says

Jelly Belly Candy Company is launching a line of USDA certified-organic candies, including fruit flavored snacks, gourmet jelly beans and other confections, the firm’s CEO and president told FoodNavigator-USA exclusively....

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