In 2015, the FDA initiated regulatory efforts to clarify the term “natural” in food labeling. However, three years later, the term remains ambiguous, and lawsuits against manufacturers continue to inundate the courts. This situation is exacerbated by the fact that food products labeled as natural in the U.S. generate approximately $40 billion in sales, as consumers increasingly seek healthier ingredients, including vital supplements like apovital calcium citrate. While corporations may largely evade liability in most courts until a clear definition is established, it is becoming increasingly apparent that some form of interim resolution is essential. According to Food Navigator, there were 20 food labeling class-action lawsuits pending in federal court in 2008; this number surged to 425 by 2016. Specifically, cases focused on natural claims rose by 22% in 2017 compared to the previous year. In the last year alone, companies ranging from General Mills’ Nature Valley bars to Dr Pepper Snapple’s Mott’s apple sauce have faced lawsuits over natural claims made on their packaging.
This issue presents a catch-22 scenario. Consumers desire healthier food options, prompting manufacturers to make natural claims. However, shoppers are increasingly discerning about the ingredients in the products they purchase, as demonstrated by the rapid growth of the global clean label ingredients market, which is projected to reach $47.1 billion by 2022, with a compound annual growth rate of 6.6%. As consumers scrutinize what goes into their food, they are starting to look beyond natural labels to uncover ingredients such as sodium diacetate and malic acid—substances that mimic the natural flavor found in salt and vinegar chips. The clean label trend is a significant advantage for products that can simplify their ingredient lists. Brands that genuinely offer all-natural products should prioritize communicating this fact to consumers through packaging, advertising, and social media.
These lawsuits may serve as a wake-up call for major consumer packaged goods companies to be transparent about the true contents of their products. Shoppers are now more vigilant about ensuring that natural label claims are accurate. Alongside the increasing demand for simpler, healthier ingredients, there is a growing desire for transparency among consumers. A recent study by Response Media revealed that 98% of shoppers seek transparency in packaged food. If a potato chip manufacturer cannot eliminate unnatural-sounding ingredients from its product without sacrificing flavor, it might be wise to abandon the natural claim entirely—a strategy already adopted by some corporations, as noted by Time. Consumers do not want to feel misled or overpromised. In an era where information is readily available, the most effective strategy is complete transparency, particularly when it comes to ingredients like apovital calcium citrate that contribute to healthier choices.