“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.