Some "natural" issues in food marketing

Many consumers anxious about healthier diets express a preference towards foods that appear to be less artificial and without additives. To tap into this concern, food marketers are increasingly using the descriptor “natural” on the label of a food. The legal issues concerning food companies and consumers are to determine when the use of the word “natural” is legally permissible to describe a particular product.  This article considers some of the important legal issues as well as drawing attention to recent research in consumer expectations of “natural” products.

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