Don't Be Fooled by Natural
Here at the Good Housekeeping Research Institute (GHRI) we have had more than our fair share of researching vague and misleading product claims. During its 100+-year history, GHRI has called out many products with inaccurate claims. For instance, Samantha Cassetty, M.S., R.D., our Nutrition Director, has found foods being promoted as an "excellent source of vitamin C" when, in fact, the product did not meet the FDA's requirement for that claim.
"Natural" has been a claim that Samantha has often found troubling. This week, the Wall Street Journal reported that food labels boasting the word "natural" are quietly disappearing, as a result of dozens of lawsuits arising that challenge the "naturalness" of products (including Kashi cereal, Skinnygirl alcohol drinks, and Ben & Jerry's ice cream). Some lawsuits have ended with multi-million-dollar settlements.
So what's the problem? "Natural" sells. According to Nielsen, foods labeled "natural" earned more than $40 billion in retail sales in the past year in the U.S. (second only to claiming to be low fat).
The term "natural" has no clear meaning. According to the Food and Drug Administration, "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."
"This is a term that resonates with consumers, but it doesn't mean anything on packaged foods. A food item claiming to be natural should never contain artificial flavors, synthetic substances, or added colors," argues Samantha. When researching packaged foods that contain the word "natural," Samantha suggests checking the "Unacceptable Ingredients for Food" list offered by Whole Foods Market to make sure a product does not contain any of the listed ingredients.
According to GHRI's environmental consultant, Michael S. Brown of BWE Environmental, the more a product can substantiate a "green" claim, the better. Avoid buying a product simply because the label makes a broad, unqualified, unsubstantiated promise—such as being all-natural. "You must have sound science to back up the green claims you make for your products. The message for you: when you're shopping, look for specific information — or trusted certifications — on packages and products that tell you what makes the product environmentally friendly — and worthy of a green promotion," advises the Federal Trade Commission.
For more information on making environmentally responsible choices, learn about our Green Good Housekeeping Seal.
Betty Gold, Good Housekeeping Institute Senior Editor & Product Analyst, Kitchen Appliances & Technology Lab Betty Gold is the former Senior Editor & Product Analyst of the Kitchen Appliances Lab at the Good Housekeeping Institute where she evaluated and wrote about every type of cooking tool and food-related item on the market.
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