“All Natural” has become one of the most used on-pack food and beverage claims, which many marketers have gravitated to in order to appeal to discerning shoppers. However, the issue of what the term means has flared up as an issue in the US food industry. There is no unified federal definition and a lack of standards for terms “Natural” or “All Natural.” The FDA has yet to define the claim, but does not object to it appearing on a label if a food does not contain “added colour, artificial flavours, or synthetic substances.”
“All Natural” has become one of the most used on-pack food and beverage claims, which many marketers have gravitated to in order to appeal to discerning shoppers. However, the issue of what the term means has flared up as an issue in the US food industry. There is no unified federal definition and a lack of standards for terms “Natural” or “All Natural.” The FDA has yet to define the claim, but does not object to it appearing on a label if a food does not contain “added colour, artificial flavours, or synthetic substances.”
According to prevention.com, some of the most common “100 % Natural” marketed foods are not in fact natural. They include Granola bars, Yogurt, Non-dairy and soy cheeses, Bottled iced tea, Salad dressing, Honey and Ice-cream.
The USDA definition of ‘natural’ for meat and poultry requires a “statement explaining the meaning of the term natural (no artificial ingredients; minimally processed).” In 2013, the FDA offered a Draft Guidance stating that “natural” is a synonym for “non-synthetic”, which will be used in the ever-growing natural claims litigations for food and dietary supplements.
Until regulators can define the “All Natural” claim in a better way, the term appears to run the risk of adding to consumer confusion.
Source: BordBia – Definition of What ‘Natural’ Means An Increasing Issue in US
