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

Related news

Show more

Related products

show more

Reformulating for Flexitarian Food Applications

Kikkoman Sales USA, Inc. | 16-Oct-2018 | Technical / White Paper

Flexitarianism is becoming one of the biggest trends in food, according to several food and health information sources, including the National Institutes...

Oat bran beta-glucan: the new go-to nutrition ingredient

Naturex | 15-Oct-2018 | Technical / White Paper

Oat bran beta-glucan: the new go-to nutrition ingredient

Oat beta-glucan offers multiple health benefits with authorized claims, including...

Top Trends in Beverage Formulation

Virginia Dare Extract Co Inc | 09-Oct-2018 | Technical / White Paper

The beverage market has long been incredibly dynamic and innovative, characterized by a high degree of new product development and strong competition for...

SMART TECHNOLOGY – adding value to Collagen Peptides

Gelita AG | 20-Sep-2018 | Data Sheet

A new range of collagen peptides can be processed more efficiently on existing facilities.

The novel SMART TECHNOLOGY (ST) collagen peptides...

Related suppliers

Almendra—The Stevia People

ExcelVite Sdn. Bhd.

FARAVELLI, The Best Ingredient

Gnosis USA Inc.

Kancor Ingredients Limited

NP Nutra (Nature's Power Nutraceuticals Corp.)

Sensient Colors

Solvay Aroma Performance

Sweet Green Fields Co., Ltd.

ViscoTec America Inc. – Dosing & Filling Systems

Follow us

Featured Events

View more

23 Jan 2019 Wed Conference | San Diego Sports Nutrition Summit 2019

Products

View more

Webinars

On-demand webinars

Top Headlines

Promotional Features