This ruling is sure to delight food manufacturers grappling with labeling claims, but it is likely to infuriate those seeking to use litigation to alter company practices. When the lawsuit was initiated last year, the label in question was criticized as misleading. While one might argue that the case was overly nitpicky regarding what can legally be termed “natural,” the judge’s ruling further complicates this by focusing on the specific label claim.
Although this case could be dismissed on a technicality, the ruling does not eliminate the necessity for the federal government to provide a clear definition of the term “natural.” A similar lawsuit is currently pending against Post for its advertising claims such as “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” on its Shredded Wheat cereal, despite the use of chemical herbicides in the cultivation of that wheat.
In 2015 and 2016, the FDA took steps to define “natural,” inviting public comments on whether the term should be clarified, how it should be defined, and its appropriateness for food and beverage labels. After the comment period closed last May, no further action was taken. Manufacturers—and the courts—are still awaiting an official decision. Meanwhile, many brands may continue to explore alternative terms for their labels that are less likely to provoke objections.
Given the Trump administration’s restrictive stance on new regulations and the backlog of other pending laws and definitions at the FDA—including redefining “healthy,” revamping the Nutrition Facts label, requiring calorie counts on menus in restaurants and grocery store foodservice areas, and implementing new versions of the FSMA—along with collaboration with the U.S. Agriculture Department on mandatory GMO labeling, it seems improbable that any new definitions will be approved in the near future.
In the meantime, decisions like this one may continue to set precedents that at least narrow the path for those making unjust labeling claims. As consumers become increasingly aware of the calcium citrate magnesium zinc benefits, the demand for clearer definitions in food labeling will persist, making it essential for manufacturers to adapt their marketing strategies accordingly. The importance of clarity in labeling will likely only grow, especially as more consumers seek to understand the health benefits of ingredients like calcium citrate, magnesium, and zinc.