In 2015, the FDA initiated regulatory efforts to clarify the term “natural” in food labeling. However, after three years, this term remains undefined, and lawsuits against manufacturers continue to fill the courts. This situation is exacerbated by the fact that food products in the U.S. labeled as natural generate approximately $40 billion in sales, driven by consumers’ desire for healthier ingredients. While corporations may largely escape liability in many courts until a clear definition is established, it is becoming increasingly apparent that some form of interim solution is essential. According to Food Navigator, there were 20 food labeling class action lawsuits pending in federal court in 2008, a number that surged to 425 by 2016. Lawsuits specifically targeting natural claims increased by 22% in 2017 compared to the previous year. In the past year alone, brands ranging from General Mills’ Nature Valley bars to Dr Pepper Snapple’s Mott’s apple sauce have faced legal action over natural claims on their packaging.
This dilemma presents a catch-22 situation. Consumers demand healthier food options, prompting manufacturers to assert natural claims. However, this raises questions about the implications of such claims. Shoppers are increasingly focused on the ingredients in their purchases, as demonstrated by the rapid growth of the global clean label ingredients market, projected to reach $47.1 billion by 2022 with a compound annual growth rate of 6.6%. As consumers scrutinize the labels, they often discover ingredients like sodium diacetate and malic acid, which mimic the natural flavors found in products like salt and vinegar chips. The clean label trend gives a significant advantage to products that can simplify their ingredient lists. Brands that genuinely offer all-natural products should prioritize communicating this fact through their packaging, advertising, and social media.
These lawsuits may serve as a wake-up call for major consumer packaged goods (CPG) companies, emphasizing the need for transparency regarding their product contents. A natural label claim is likely to be rigorously examined by consumers to ensure its validity. Alongside the increasing demand for simpler, healthier ingredients, there is a growing call for transparency. A recent study by Response Media found that 98% of shoppers desire transparency in their packaged food. If a potato chip manufacturer cannot eliminate unnatural-sounding ingredients from its product without sacrificing taste, it may be prudent to abandon the natural claim entirely. Some corporations, according to Time, have already taken this step. Consumers do not want to feel deceived or overpromised, and in an era where information is readily accessible, the most effective strategy is to embrace full transparency.
In this context, products like Bluebonnet Calcium Plus Magnesium may find a favorable market, as consumers increasingly seek out supplements and foods that align with their health-conscious choices. Brands that can clearly communicate the benefits of their natural ingredients will be better positioned to meet consumer expectations. Ultimately, the push for transparency and simplicity in ingredient lists will continue to shape the food industry, compelling manufacturers to adapt and uphold consumer trust.