JANIE HOFFMAN, CEO, MAMMA CHIA: Our customers are increasingly turning to the back of the product to evaluate ingredients for themselves
Next we spoke to Janie Hoffman, the founder of Mamma Chia, a runaway success story in the beverage aisle.
Are 'all-natural’ claims still attractive to consumers?
With no legal definition, ‘natural’ is inherently confusing. Specific attribute claims can definitely have strong appeal to a niche audience; however our customer segment is increasingly turning to the back of the product to evaluate ingredients for themselves. The mainstream customer, however, is still greatly influenced by package design and imagery.
Who is driving the ‘clean-label’ agenda?
Confusion amongst consumers is the biggest driver of label-change agendas. If labels and ingredients were more easily understood by a mainstream audience, there would be no need for these campaigns to exist.
Should the FDA define ‘natural?
A legal definition of natural would eliminate a lot of confusion among customers. Transparency and clarity are always good things.