ROB EHRLICH, FOUNDER & CEO, SEXYPOP: Consumers know what is real
Next we caught up with snacking industry veteran Rob Ehrlich, who turned Pirate’s Booty into a multimillion dollar brand and is hoping to strike gold again with his latest product, SexyPop popcorn.
Are ‘natural’ claims losing their luster?
Natural is definitely coming off the packages that I have seen [in fact] fewer claims are being used overall. Words like ‘simply’, ‘simple’ and ‘pure’ have taken over from ‘all natural’.
Most consumers aren't aware of the ‘natural’ controversy, but they want to align themselves with products that are perceived to be ‘natural’ or real. They have to have good taste, a true story and ingredients and nutrition that fit their lifestyle. Consumers will trade healthy for indulgent easily, but are loyal to brands that deliver most to them, regardless of natural.
The threat of lawsuits has made all companies afraid of a single word, claim or description, although these are mostly [driven by] lawyers looking for legal fees not by consumers, who get coupons.
The FDA should not define natural, and that will not stop lawsuits. Nothing is really natural; it’s a marketing term that came from natural food stores and became an industry. Now large companies want in on the artisanal wave of foods and the cottage industry of health and nutrition. But consumers know what is real.
Picture: Rob is on the far right