What does "natural" really mean, anyway?
Market research company Mintel predicts that the term "natural" on food labels will start getting increased attention from federal regulators very soon.
Here's what the FDA had to say about the meaning of "natural" with regards to food:
"From a food science perspective, it is difficult to define a food product that is 'natural' because the food has probably been processed and is no longer the product of the earth. That said, FDA has not developed a definition for use of the term natural or its derivatives. However, the agency has not objected to the use of the term if the food does not contain added color, artificial flavors, or synthetic substances."
We hope regulators DO crack down on overly flexible usage of the term "natural." Too many foods have misleading labels.
We're totally on board, regulators! Let's make this happen!
[Image via WENN.]