When customers browse through a grocery store and see the word “natural” on a package, many are inclined to buy it. But, according to the video below titled “The Natural Effect,” it’s all a gimmick.
The word natural, when seen on labels, may imply that these foods are better for you than others. The word is found on almost everything from frozen foods to potato chips. But the video explains that these foods often contain growth hormones and antibiotics, despite the appealing label.
“By adding natural to your package, you increase purchase intent and then people think you’re just as healthy as organic,” the man in the clip says mocking the false advertising.
The FDA defines natural as nothing "artificial or synthetic.” The problem is it’s not enforced in the United States, allowing the label to be placed on unhealthy food packages. While some companies take it upon themselves to be healthier, like Kraft's attempt to remove artificial preservatives and synthetic colors from its famous mac and cheese, others continue to use the false "natural" label.
But shoppers shouldn’t feel discouraged because the video explains that the word organic is safer.
“Only organic means no genetically modified organism. No toxic pesticides. No growth hormones or antibiotics,” the video explains.
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