Understanding Food Labels: What 'Natural' Really Means

What do you think of when you see the above label on a food product? The good thing for food manufacturing companies is that health-conscious individuals will tend to interpret ‘natural’, as whatever they want it to mean. For example, individuals looking to lose weight will read the claim and see a low-calorie, high-nutrient solution to their problems. Similarly, those managing blood pressure issues may consider 100% natural to suggest that the item is low in salt. However, what does the label REALLY mean!?

The dictionary defines natural as “existing in or formed by nature”, so one would assume that it cannot be as bad as all that! Unfortunately, in terms of food labels, each country and it’s relevant regulating body have very different approaches to the term which only create more mystery and confusion in customers seeking clarity. In Australia, for example, the FSANZ require food descriptions to be ‘truthful’, but do not specifically define ‘natural’. While the FDA in the United States has a more solid definition of the term (foods that are minimally processed and free from synthetic preservatives, artificial sweeteners …. etc), there is little regulation of the uses of this definition beyond the meat and poultry industry. 

What that means for the consumer is that the companies making ‘natural’ foods generally have free reign to decide on their own definitions for what exactly constitutes a natural product.

Let’s Use Critical Thinking …

This is when we need to start turning on our brains and applying some critical thinking. According to the Nielsen Report, use of the work ‘natural’ on food labels has generated over $22 billion in revenue for the food industry, coming second only to all ‘Fat’ related claims. I’m sure we all understand that it is money, and not good-will and altruism that makes the world go round. With this in mind, it becomes clear that marketers now have over 22 billion reasons to try to slip ‘natural’ onto food product labels to boost profit margins.

So What Constitutes As ‘Natural’, These Days?

Confusingly, GMO fall under the moniker of ‘natural’. Similarly, one could convincingly argue that petroleum by-products, high fructose corn syrup and even fecal matter are ‘natural’ as they are occurring in the natural world. Don’t be fooled by the concept of ‘natural colours’ either … These are not necessarily derived from the food they are found in. For example, strawberry candy is usually dyed red. However, the colour may be derived from paprika, beets or bixin. At times, these colours may not even be made from fruits or vegetables. Cochineal is a red food colouring made from insects, while Brilliant Blue is a derivative of ammonium salt. You’d like more examples? Wendy’s natural cut fries are cut with the skin on, making them ‘natural’, but then they are sprayed with sodium acid pyrophosphate and coated with dextrose to prevent discolouration.

So What Does ‘Natural’ Mean?

In a nutshell, natural means whatever the hell the food manufacturer wants it to mean. While you might be willing to take your chances, I am not ready to put my health and longevity at the mercy of individuals who’s primary motivation is to turn over extra profit regardless of the consequences to me. You want natural? Turn to wholefoods, organic being best … with anything else, you’re kidding yourself!