Clients are requesting their product be labeled as “All Natural”, why, because they want to say to their customer that the product is as wholesome as possible. But does the word natural really tell the full story about what’s inside the product, maybe not. When a label banner states all natural, it says to me that every ingredient in the product is real not artificial or synthetic.
The FDA loosely defines the meaning with “nothing artificial or synthetic (including all color additives regardless of source) has been included in, or has been added to, a food that would not normally be expected to be in that food. However, this policy was not intended to address food production methods, such as the use of pesticides, nor did it explicitly address food processing or manufacturing methods, such as thermal technologies, pasteurization, or irradiation. The FDA also did not consider whether the term “natural” should describe any nutritional or other health benefit.”
Recently a client made a all natural label request and I replied, what about labeling “With Natural Flavors”. Why did I suggest this, because one of the natural ingredients contained a sub-ingredient, food starch, sometimes called modified food starch and which some retail buyers would revere as a false claim. Bob’s Red Mill states modified starch also called starch derivatives made mostly from corn, wheat, potato and tapioca are prepared by physically, enzymatically, or chemically treating native starch to change its properties. Modified starches are used in practically all starch applications, such as in food products used as a thickening agent thickening agent. Whole Foods created a list of Unacceptable Ingredient For Food (which is funny, because they still represent products containing GMO ingredients). Anyway, on that list is “Sorbic Acid” however when you look up the definition it states the following, “a natural organic compound used as a food preservative. It has the chemical formula C6H8O2. It is a colourless solid that is slightly soluble in water and sublimes readily. It was first isolated from the unripe berries of the rowan tree (Sorbus aucuparia), hence its name”. So not only is the FDA confused on defining “Natural or All Natural, so are most retailers and buyers.
When I suggested to make the claim of “With Natural Flavors” it basically says when you read the ingredient statement our claim can be cross referenced in the statement. If a manufacturer states all natural then every component can be up for discussion and interpretation and from what I see that debate could go on for a number of years.
As for the FDA making a decision, good luck. They’ll be on the merry-go-round for a while to define the term. And once they do, then have to address topics like, can a natural ingredient (think corn) be GMO. The door will be opened for many years on a natural identity and as stated on the same FDA page – “However, this policy was not intended to address food production methods, such as the use of pesticides, nor did it explicitly address food processing or manufacturing methods, such as thermal technologies, pasteurization, or irradiation”.
Contact Darryl he can assist you in the proper way to label your ice cream or non dairy frozen product. He’s not the FDA, but can provide straight answers.
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