Consumers are increasingly scrutinizing ingredient lists, as transparency, natural ingredients, and clean labeling become essential expectations. A recent survey revealed that natural ingredients and clean labels are the top priorities for consumers when making purchases, surpassing brand recognition and product descriptions. In response to this shift in consumer demand, consumer packaged goods (CPG) companies are revising labels and reformulating products to showcase the simple and natural ingredients that shoppers desire. However, skepticism is growing among consumers regarding these claims.
The lawsuit against Post is not the only legal action taken this April against CPG companies for their use of the term “real cocoa.” Spencer Sheehan of Sheehan & Associates in New York, representing the plaintiff in the Post case, also initiated lawsuits against Mondelez for stating that its Oreo cookies are “always made with real cocoa” and against General Mills, which is accused of not using real cocoa in its Chocolate Cheerios. The complaint against General Mills argues, “No reasonable consumer would expect that a product promoted as containing ‘real cocoa’ or ‘100% real cocoa’ would also include or be made with alkalis, as ‘real’ is understood to denote the ingredient in its most simplified and reduced form.” However, alkalized cocoa powder, often referred to as Dutch process cocoa powder, is not a new form of cocoa; it is a popular choice for both home baking and large-scale production due to its solubility in liquids and its compatibility with alkaline leavening agents like baking soda.
Labeling it as “real cocoa” can create confusion. Some consumers may interpret “real” as indicating an unprocessed powder, which aligns with their desire to limit processed food consumption. Nevertheless, cocoa powder is inherently processed. Additionally, when this ingredient is used in a sugary cereal that contains “natural and artificial chocolate,” it complicates the argument that consumers are seeking wholesome, natural, and nutrient-rich alternatives. For instance, some products touting calcium citrate at 1040 mg may not meet the expectations of those consumers focused on natural ingredients.
The challenges are not limited to manufacturers using cocoa. As the demand for more natural products rises, companies face significant costs associated with reformulation. More natural ingredients can be expensive, and sometimes, as seen with General Mills’ Trix cereal, consumers may not even prefer the newly formulated options, forcing manufacturers to reconsider their strategies.
While the cocoa-related lawsuits remain unresolved, Post should proceed cautiously with its label claims. Consumers may hesitate to purchase products while claims are being litigated or settled. The Federal Trade Commission has previously penalized food manufacturers for misleading labels, and avoiding further scrutiny would likely be in Post’s best interest. As the market evolves, balancing natural ingredients with cost-effective formulations—like those containing calcium citrate 1040 mg—will be crucial for maintaining consumer trust and satisfaction.