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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.

And now the lawsuits… FDA warning letter to KIND triggers wave of consumer litigation

As widely predicted, multiple class action lawsuits were filed against KIND on Friday following the publication of a Food & Drug Administration (FDA) warning letter citing a long list of...

Dr Pepper invests $15m in minority stake in Bai Brands

Dr Pepper Snapple Group has invested $15m in a minority stake in Bai Brands, which has generated explosive growth in multiple retail channels with its 'antioxidant infusion' low-calorie Bai5 beverages.

Hain Celestial all-natural lawsuit to proceed: ‘One does not have to suspend reality’ to understand why plaintiff felt misled, says judge

A California federal judge has given the green light to a false advertising lawsuit filed against Hain Celestial accusing it of misleading shoppers by describing its Sunflower Dream beverage and...

Artisan Bistro updates frozen entrée ingredients, packaging to attract consumers

Artisan Bistro hopes to coax back to the frozen food aisle consumers who have given the category the cold shoulder by raising the culinary and ingredient bars with its boldly...

Freeze-dried fruit packs nutrition and nostalgia into one adventurous snack

The adventure-seeking co-founders of freeze-dried snack fruit start-up Berry Golden hope to lead consumers by example to step out of their comfort zone and try something new. 

HealthyCheats founder: ‘Controlled variety’ missing from subscription snacks

The proliferation of snacks along with the growing number of ways to get them has created too many options for consumers who, above all else, like a limited variety to...

Jamba Juice settles ‘all-natural’ lawsuit, but will pay no damages

Jamba Juice has agreed to settle a class action lawsuit filed in California alleging it misled shoppers by labeling its smoothie kits as ‘all-natural’.

Judge tosses ‘no refined sugars’ case vs KIND Healthy Snacks, but attorney says it had a lucky escape

A judge in Illinois has thrown out a class action lawsuit against KIND LLC over “no refined sugars” claim on its Healthy Grains products, which contain evaporated cane juice, a...

Partnering with socially-conscious organizations can raise brand awareness

Earth’s Best and Ella’s Kitchen’s partnership with the No Kid Hungry campaign  is helping to end childhood hunger in the U.S., while also expanding the organic children’s food brands’ consumer base and relationship...

'I wouldn’t say it’s out of the question that we could be a public company'

Zevia CEO: ‘One of the things that has been a key contributor to our success is our independence’

Multinationals are snapping up smaller, more entrepreneurial brands in the natural or organic food and beverage space faster than you can say ‘because that’s where the growth is’. So will Zevia...

'We lack a clear positioning; the shopping experience hasn’t matched what our guests expect'

Target unveils bold new food strategy: ‘Shoppers want us to inspire them with unique and differentiated products’

Some details about Target's food 'reinvention' plan emerged during its Q4 earnings call last week, but more flesh was put on the bones this week as bosses outlined plans to...

Judge: A reasonable consumer might be deceived by presence of SAPP in ‘all-natural’ baking mixes

The latest in a series of class action lawsuits filed over the use of synthetic leavening agent sodium acid pyrophosphate (SAPP) in foods marketed as ‘all-natural’ has been given the...

Life in the food court: ‘Some people bring cases that are legally and factually cognizable, but are stupid’

There have been more than 200 class action lawsuits filed against food and beverage companies over allegedly deceptive labeling since 2012, 60 of which have been dismissed at various stages,...

Tessemae’s All Natural charts its own course in crowded condiment category

The founder of Tessemae’s All Natural, the maker of the No. 1 refrigerated salad dressing at Whole Foods and Safeway, originally took the road most traveled, but when that did...

Beverage trend watching panel highlights: ‘Sugar has become a major concern for American consumers’

From the steady decline of carbonates to the dramatic rise of energy, the prospects for Keurig Cold and how 7-Eleven evaluates new products, our beverage trend-watching panel debate covered a...

Hear from the CEOs of Mamma Chia, HonestTea, KeVita, KonaRed, Vertical Water, and Reed's

Beverage CEO debate highlights: Chris Reed’s ‘have my cake and eat it’ plan, & Seth Goldman’s Bermuda triangle

From the impact of the Safeway Albertsons deal to dubious alcohol levels in kombucha, the CEOs in our beverage entrepreneurs debate on Feb 4 did not hold back. Here are...

Join us today at the Beverage Innovation Summit

Are you interested in what's happening in beverages? Well today is your lucky day!

Pure Circle targets Kenyan smallholders in stevia production drive

Pure Circle is close to signing an agreement with the Kiambu County Government that will see them work together to boost stevia crop production in the Kenyan region. 

Stevia First expanding fermentation technology to ingredients beyond steviol glycosides

Stevia First Corp, producer of a fermentation-based steviol glycoside ingredient, is moving its technology beyond its namesake high intensity sweetener into new ranges of functional ingredients that the company is...

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 USA

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...