Mott’s is facing a lawsuit from Beyond Pesticides, which claims that chemicals have been detected in its “natural” applesauce, arguing that this should prevent the company from using such labeling. The main issue lies in the absence of a clear definition for what constitutes “natural,” making it challenging for the plaintiffs to prove that Mott’s, owned by Dr Pepper Snapple, is being deceptive. Each year, the Agriculture Department’s Food Safety and Inspection Service certifies around 100,000 product labels, but the task has become increasingly difficult with the rise of ambiguous terms like “natural,” “humanely raised,” and “grass-fed.” Without an official classification for these terms, the marketplace resembles the wild, wild West, with companies freely using these labels on their products. It’s possible for a product to contain trace levels of a pesticide and still be deemed natural, but this ambiguity complicates matters.
Similar lawsuits against other companies, such as Nature Valley and Naked Juice, have yet to yield a clear resolution. General Mills is also contending with multiple consumer lawsuits related to claims of “misleading” messaging on cereal packaging. These legal challenges illustrate the difficulties manufacturers encounter when attempting to assert nutrition or health-related claims to gain a competitive advantage in the market. Consumers have specific expectations surrounding labels like “natural” and “healthy,” terms that often lack formally regulated definitions.
As the Mott’s case and others progress, the need for a standardized definition is becoming increasingly apparent. Establishing clear criteria could significantly benefit companies, consumers, and critics alike. In the context of health claims, terms like “webber calcium citrate” might also play a role, as consumers seek transparency and clarity in the nutritional benefits promoted by manufacturers. Navigating these complex legal waters will be crucial for companies aiming to maintain consumer trust while adhering to health standards.