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

By Elaine Watson

17-Sep-2014 - Last updated on 17-Sep-2014 at 21:08 GMT

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 the bosses of some innovative food brands, ingredients suppliers and branding experts to find out …

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

SARAH WALLACE, CEO, THE GOOD BEAN: I do believe that ‘all-natural’ as a catch phrase may have run its course

PETER MCGUINNESS, CHIEF MARKETING AND BRAND OFFICER, CHOBANI: 'Natural' is part of the DNA of our brand

DAN MACCOMBIE, CO-FOUNDER, RUNA: We always saw this phrase ‘all-natural’ as risky and figured this set of lawsuits was coming down the pike

ROB EHRLICH, FOUNDER & CEO, SEXYPOP: Consumers know what is real

JANIE HOFFMAN, CEO, MAMMA CHIA: Our customers are increasingly turning to the back of the product to evaluate ingredients for themselves

DAVID PETERS, CEO OATWORKS: We decided to go with the phrase ‘Nothing Artificial’

JACK ACREE, EVP, SAFFRON ROAD: Non-GMO should not be considered the ‘New Natural’

DR HOWARD KETELSON, CEO & FOUNDER, ARTY WATER: It's unfortunate we’re listening to Hollywood stars instead of looking at hard data

JIM SCHNEIDER, CEO, SARATOGA CHIPS: We still believe the consumer is seeking ‘all-natural’ products

JEFF HILTON, BRANDHIVE: I think that natural and all natural have lost their meaning with almost all key demographics

JEANNE MEEDER, DIRECTOR OF INDUSTRIAL AND CONSUMER PRODUCTS R&D, WIXON: Certain ‘truths’ become entrenched whether they are right or wrong

CARGILL: Food is more susceptible to being challenged when consumers don’t understand or accept how it was made

JOHN DEININGER, QA MANAGER, DIDION MILLING: Science, rather than popular opinion, should determine whether an ingredient is ‘acceptable’

GEORGE PONTIAKOS, CEO, BI NUTRACEUTICALS: Social media is driving the clean label push

Related tags: Brand, Brand management

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