In the complex landscape of health and nutrition branding, **the label “natural”** has become a coveted prize. However, brands using this label must tread carefully, as the risks can be substantial. Recent **class actions** reveal the intricacies involved in claiming natural ingredients, raising flags that can impact consumer trust.
Navigating the Risks of Natural Claims
Despite the **FDA’s** challenges during facility closures and inspection slowdowns, class action lawsuits continue to emerge. As someone who manages standards and compliance programs at health and nutrition events, I vigilantly monitor this evolving situation.
A recent class action against **Chobani**, filed in April 2025, alleges that some of its yogurt products contain phthalates while being marketed as having “Only Natural Ingredients.” This highlights a recurring challenge in our industry.
The Natural Claim Challenge
At our **Natural Products Expo** events, “natural” claims frequently arise, yet evaluating these claims is often fraught with complications. The **FDA** defines “natural” as meaning that “nothing artificial or synthetic has been included in, or added to, a food that would not normally be expected to be in that food.” Yet, the catch is that this definition has never been formalized through regulation.
When brands consult with our team, we stress that there are critical considerations:
- Without a regulatory “safe harbor,” brands must adhere to the **FTC’s “reasonable consumer” standard** for marketing claims.
- The FDA’s policy omits considerations of processing methods or manufacturing techniques.
- State courts are available for challenges via class actions, adding layers of complexity.
- If a non-natural substance migrates from packaging into food, the FDA may deem it adulterated if not approved.
- Even approved substances can mislead consumers if they substantially alter product perception.
Why Brands Continue to Use Natural Claims
The appeal of the “natural” claim is undeniable. According to **Ingredion’s ATLAS 2023 survey**, which polled 14,000 consumers, a staggering 78% of consumers expressed a willingness to pay a premium for **clean label products**, with nearly half indicating they’d spend 20%-30% more. The financial incentive is crystal clear. However, so are the risks involved.
The Chobani Case: A Cautionary Tale
The **Chobani lawsuit** serves as a sobering reminder of the complications surrounding “natural” claims. According to the suit, independent testing revealed multiple phthalates in their products, including DEHP, DEP, and DBP.
For those unfamiliar, phthalates are chemicals commonly used to enhance the durability of plastics. Their presence in food packaging means they can migrate into food products, raising concerns about “natural” claims. Some phthalates have been associated with health issues, amplifying consumer skepticism.
As of now, Chobani has not publicly addressed these allegations. The lawsuit asserts that “Chobani, as the manufacturer, likely knows the type of plastic used for their containers and has access to purity reports from their plastic suppliers.”
What This Means for Your Brand
Every year, our **Market Integrity team** evaluates thousands of brands and tens of thousands of products. It’s not uncommon for brands to discover that their newly printed labels are non-compliant with federal regulations—potentially preventing them from hitting the retail shelves. The cost of reprinting labels can reach tens of thousands of dollars. But the true cost? The erosion of consumer trust.
Good Manufacturing Practices (GMPs) demand that brands establish quality control systems that include testing protocols to ensure product integrity. Regular testing can identify potential contaminants before products reach consumers, aligning with both regulatory standards and consumer expectations—especially when “natural” claims are involved.
Finding the Balance
As regulatory enforcement fluctuates based on resources, class action attorneys are relentlessly scrutinizing product claims, particularly in the natural products sector. The FDA has been exploring formal rulemaking on “natural” claims for years, creating a haze of uncertainty that brands need to navigate. Even if substances comply with **FDA** migration threshold levels, they can still be problematic if consumers don’t expect them in a “natural” product.
Advice for Brands
Our standards and regulatory teams continuously assess ingredients to identify potential issues before products are introduced at exhibitions, but compliance extends beyond mere labels. This is an opportunity for brands to differentiate themselves by earning consumer trust in both their labeling and sourcing practices.
I genuinely believe brands can thrive by embracing the market advantage of natural claims while underpinning these claims with rigorous testing, transparent sourcing, and attention to every component of the product, including packaging. This not only safeguards brands but cultivates the kind of **consumer trust** necessary for long-term loyalty and sustainable growth.
In the natural products industry, **trust is our currency**. Building it requires diligence—extending far beyond marketing claims to the very essence of how products are created, packaged, and delivered to consumers.
