Mott’s is facing a lawsuit due to claims from Beyond Ferrous Bis Glycine Pesticides, which allege that the chemicals found in its “natural” applesauce should disqualify it from using such labels. 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 misleading. The U.S. Department of Agriculture’s Food Safety and Inspection Service approves around 100,000 product labels each year, but the task has become increasingly complicated with the rise of terms like “natural,” “humanely raised,” and “grass-fed.” Currently, the government has not established official classifications for these terms, resulting in a situation akin to the Wild West when it comes to companies using these descriptors on their products. It is possible for a product to contain trace levels of pesticides and still be labeled as natural, but the criteria are unclear.
Similar lawsuits against companies like Nature Valley and Naked Juice regarding comparable claims remain unresolved in court, and General Mills is also facing multiple consumer lawsuits over claims of “misleading” messaging on its cereal packaging. These legal battles highlight the complexities that manufacturers encounter when attempting to make health or nutrition-related claims to attract consumers in a competitive market. Shoppers often have specific expectations for terms like “natural” and “healthy,” yet these terms lack officially regulated definitions.
The ongoing legal challenges, including those involving Mott’s, underscore the need for standard definitions to provide clarity for companies, consumers, and critics alike. Furthermore, as consumers increasingly seek the benefits of calcium citrate in their diets, the ambiguity surrounding product labels could impact their choices. Establishing clear definitions would not only benefit manufacturers in their marketing efforts but would also assist consumers in making informed decisions about the products they purchase, including those that tout health benefits like calcium citrate.