INDUSTRY VOX POP: Do natural claims still resonate with consumers? Mamma Chia, Runa, Saffron Road, Cargill et al weigh in

By Elaine Watson

17-Sep-2014 - Last updated on 17-Sep-2014 at 21:08 GMT

Are consumers weary of 'all-natural' claims? And if so, what other cues do they look for on pack to see if a brand fits in with their values? We quizzed the bosses of some innovative food brands, ingredients suppliers and branding experts to find out …

INDUSTRY VOX POP: Do natural claims still resonate with consumers? Mamma Chia, Runa, Saffron Road, SexyPop et al weigh in

SARAH WALLACE, CEO, THE GOOD BEAN: I do believe that ‘all-natural’ as a catch phrase may have run its course

PETER MCGUINNESS, CHIEF MARKETING AND BRAND OFFICER, CHOBANI: 'Natural' is part of the DNA of our brand

DAN MACCOMBIE, CO-FOUNDER, RUNA: We always saw this phrase ‘all-natural’ as risky and figured this set of lawsuits was coming down the pike

ROB EHRLICH, FOUNDER & CEO, SEXYPOP: Consumers know what is real

JANIE HOFFMAN, CEO, MAMMA CHIA: Our customers are increasingly turning to the back of the product to evaluate ingredients for themselves

DAVID PETERS, CEO OATWORKS: We decided to go with the phrase ‘Nothing Artificial’

JACK ACREE, EVP, SAFFRON ROAD: Non-GMO should not be considered the ‘New Natural’

DR HOWARD KETELSON, CEO & FOUNDER, ARTY WATER: It's unfortunate we’re listening to Hollywood stars instead of looking at hard data

JIM SCHNEIDER, CEO, SARATOGA CHIPS: We still believe the consumer is seeking ‘all-natural’ products

JEFF HILTON, BRANDHIVE: I think that natural and all natural have lost their meaning with almost all key demographics

JEANNE MEEDER, DIRECTOR OF INDUSTRIAL AND CONSUMER PRODUCTS R&D, WIXON: Certain ‘truths’ become entrenched whether they are right or wrong

CARGILL: Food is more susceptible to being challenged when consumers don’t understand or accept how it was made

JOHN DEININGER, QA MANAGER, DIDION MILLING: Science, rather than popular opinion, should determine whether an ingredient is ‘acceptable’

GEORGE PONTIAKOS, CEO, BI NUTRACEUTICALS: Social media is driving the clean label push

Related tags Brand Brand management

Related news

Show more

Related products

show more

How color impacts the food & beverage experience

Content provided by Givaudan | 08-May-2024 | White Paper

Individuals with sight often overlook the significance of color.

23 May 2024 Thursday

Unpacking the Impact: What State Color and Food Additive Bans Mean for Your Products

FoodChain ID | Webinar

California’s adoption of AB 418 to prohibit Brominated Vegetable Oil, Potassium Bromate, Propylparaben and Red Dye 3 has led other U.S. states to follow...

Register for free

Tales of Triumph from the Factory Floor, Vol. 1

Content provided by QAD Redzone | 25-Apr-2024 | Case Study

Here at QAD Redzone, we believe in celebrating the “Faces of the Frontline” by sharing the stories of how these game changers are driving the manufacturing...

Gain an edge with our active nutrition expertise

Content provided by ADM | 25-Apr-2024 | White Paper

The intersection of the rising plant-based trend and increasing awareness of gut health has opened new opportunities for market success.

Related suppliers

Follow us

Products

View more

Webinars

Upcoming supplier webinars

23 May 2024 Thu Unpacking the Impact: What State Color and Food Additive Bans Mean for Your Products FoodChain ID

Upcoming editorial webinars

29 May 2024 Wed Webinar Plant-based 3.0: Emerging from the trough of disillusionment

On-demand webinars

Headlines

Promotional Features