Mott’s is facing a lawsuit from Beyond Pesticides, which claims that the presence of chemicals in its “natural” applesauce disqualifies the product from using such labeling. The challenge arises from the lack of a clear definition of what “natural” actually means, making it difficult for the plaintiffs to prove that Mott’s, owned by Dr Pepper Snapple, is being deceptive. The U.S. Department of Agriculture’s Food Safety and Inspection Service approves around 100,000 product labels annually, though this task has become increasingly complicated as terms like “natural,” “humanely raised,” and “grass-fed” gain popularity. Without an official designation for these terms, the market resembles a lawless frontier, allowing companies to use these labels with little oversight. It’s possible for a product to contain trace amounts of pesticides and still be labeled as natural, but determining this is challenging.
Similar lawsuits against other brands, including Nature Valley and Naked Juice, have yet to yield a clear resolution, while General Mills is also contending with multiple consumer lawsuits concerning “misleading” claims on cereal packaging. These legal battles highlight the difficulties manufacturers encounter when making health or nutrition-related assertions about their products to attract consumers in a competitive landscape. Shoppers often have specific expectations regarding terms like “natural” and “healthy,” yet these phrases lack universally accepted definitions.
In light of these complexities, a standard definition could greatly assist companies, consumers, and critics alike. For instance, if a product claims to be healthy, it could be beneficial to clarify whether it contains ingredients like calcium citrate 200 mg tablets, which some consumers may specifically seek out. As the outcomes of the Mott’s lawsuit and others unfold, it is clear that establishing clear definitions for these terms could help streamline the conversation around product labeling and consumer expectations, especially regarding health-related claims.