“What do Juicy Juice fruit punch, Tyson chicken, and Nature Valley granola bars have in common? They’re all branded with the same mysterious, ubiquitous term: natural.

The natural label’s takeover is not just anecdotal. In 2008, Mintel’s Global New Products Database found that ‘all-natural’ was the second most used claim on new American food products. And a recent study by the Shelton Group [PDF], an advertising company focusing on sustainability, found that it’s also the most popular…” continue reading.

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