Integrating them without clear signage, however, is a "terrible option," said Winter, who caught up with FoodNavigator-USA editor Elaine Watson after giving a presentation at the Healthy & Natural Show on Thursday at Chicago's Navy Pier.
"It doesn't communicate anything to the consumer, you're leaving a lot to chance and you're leaving a lot for them to figure out on their own."
As to what is should be in the 'natural' set or store within a store, it confuses retailers, brands and consumers alike, said Winter.
"It can't just be about a set of claims or banned ingredients. It's also about how things are perceived by consumers, so at SPINS we are trying to bring some clarity to that conversation, to create a common language."