“Naturality” as a claim on food packaging. Really?

The FDA has been very reluctant to address “natural” as a food claim with a definitive regulation for the claim. Consumers have become increasingly aware that natural claims on food and beverage packaging are unregulated, and lawsuits regarding misleading natural claims have been flying fast and furious.

In response, some food marketers have turned to evasive synonyms to avoid issues with natural claims on food and beverage packaging. Then there are the made-up words. “Naturality”?

Consumer trust and loyalty to brands and products are predicated on credible product descriptors. In food and beverage packaging design, it’s best to keep it real.