This year has seen numerous legal disputes about the use of the word ‘natural’ on packaging, involving brand leaders such as Ben & Jerry’s, Kellogg, Snapple and Tropicana.
It would undoubtedly be helpful if a standard definition of natural could be established. The US Food and Drug Administration authority has tried, but its guidance is limited:
The FDA hasn’t established a formal definition for the term ‘natural’. However, the agency hasn’t objected to the use of the term on food labels provided it’s used in a manner that’s truthful and not misleading and the product does not contain added colour, artificial flavours, or synthetic substances. Use of the term ‘natural’ isn’t permitted in the ingredient list, with the exception of the phrase ‘natural flavourings’.
A natural minefield.
Richard Hall is chairman of Zenith International
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