All Natural? Or All Gimmick?
Various food products inside of a grocery store.
“All natural foods” have become one of the most popular and misleading labels in the grocery store. From raw meats and dairy to sauces, snacks, and drinks, the term appears everywhere. But what does “all natural” really mean? And is it actually healthier? The truth might surprise you.
No Real Meaning:
So, what makes “all natural” such a questionable label? For starters, there is no one universally accepted or legal definition for the words “all natural,” “100% natural,” or “natural.” Unlike terms such as “organic” or “non-GMO,” which are strictly regulated, “all natural” is incredibly vague, which means that a company can label its product as “all natural” without having a specific meaning.
However, the U.S. Food and Drug Administration (FDA) and the U.S. Department of Agriculture (USDA) each have their own meaning of the term.
The FDA defines “natural” as a product made without any synthetic or artificial ingredients, including color additives that you wouldn’t normally expect to find in that food. For example, “all natural” lemon iced tea would be flavored with real lemon juice and sweetened with sugar instead of artificial lemon flavoring and sweeteners like aspartame.
Although the FDA’s definition doesn’t address how the food was grown or produced. That means “natural” foods can still be processed, contain chemical pesticides or herbicides, and even be genetically modified.¹
On the other hand, the USDA, which oversees meat and dairy products, describes “natural” as a food product that contains no artificial ingredients or added color, and is only minimally processed. The USDA also explains that minimally processed means that the food was processed in a way that doesn’t fundamentally change the food item. When it comes to food items such as dairy and meat, the terms “all natural” or “natural” must also be accompanied by a statement explaining the meaning of the term, such as “no artificial ingredients” or “minimally processed.”²
Natural Vs. Artificial Flavor:
Let’s talk about flavorings, because this is where things really start to blur.
The FDA states that natural flavors must only come from natural sources, such as spices, herbs, fruits, vegetables, roots, and meat or poultry. Fair enough, but natural flavorings aren’t that different from artificial flavors. While the term “natural flavoring” might sound healthier than “artificial flavor,” the difference has more to do with how it’s made than what it contains.
For example, the banana flavoring found in many processed food items can be “natural” when it is distilled from a banana using a solvent, creating the result “amyl acetate”. But, if the flavor was made by mixing vinegar, amyl alcohol, and sulfuric acid to reach the same chemical, “amyl acetate,” it is considered to be artificial. It is the same result, but different starting points.
To make things even more confusing, products like “natural smoke flavoring” are made in labs by charring sawdust and capturing the flavor particles (inside water droplets) that float into the air. These are then bottled or used in sauces like BBQ sauce. The FDA also permits the use of advanced biotechnology to create “natural” flavorings through fermentation, enzyme reactions, and fungal or tissue cultures. This allows for the creation of unique “natural” flavor combos like “cheesy butter”.
Because of these vague terms, marketers often find creative ways to use them to their advantage. Fast-food giants like McDonald’s, Wendy’s, and Burger King can proudly claim that they use "natural” flavoring in their products, thanks to the flexible definitions of the term. For instance, McDonald’s includes natural beef flavoring in its fries, while Wendy’s adds beef extracts to their grilled chicken sandwiches.³ Yet both can still legally label these items as not artificially flavored. This shows how the unclear boundaries of the term “natural” can be used in ways that might surprise consumers.
Surprisingly, McDonald’s fries are not vegetarian or vegan, and have added beef flavoring that contains wheat and milk derivatives.
Natural Vs. Artificial Food Coloring:
The same confusion exists around food coloring. The FDA doesn’t define what makes a food coloring “natural.” Instead, the FDA defines colors as either certified (synthetic) or exempt from certification (natural).
The government has a Federal Register that lists exempt color additives, which can be labeled as “natural” coloring.
Many times, it is up to the food dye producers to determine what is considered natural. Some food or coloring production companies believe that “natural” color is only extracted from plants or other biological sources, while others believe that any substance taken from natural resources, such as plants, living organisms, and minerals, is considered natural.
When a company adds coloring to its food products to claim they're natural, it usually considers three things. First, whether the colorant is listed in the Federal Register; second, if it comes from a non-GMO plant source; and finally, how the colorant is extracted.
To make matters more confusing, some “natural colors” aren’t actually from natural sources. Instead, some colors fall into the category of “nature identical colors”. These types of colors are synthetic, but share the same chemical structure as colors found in nature. For example, synthetically produced beta-carotene is the same as the beta-carotene extracted from carrot juice.
When labeling natural colors on an ingredients list, it is common to see “color added” instead of an individualized list of colors (this method is not allowed for artificial coloring). Companies may also choose to list what ingredients contribute to the natural color. For example, “colors added (beet juice and carrot powder)”, or “turmeric and blueberry juice (for color).” The coloring may even be listed as individualized ingredients; however, it may not be listed as “natural color(s)” or “natural color(s) added.” This is because the FDA does recognize the term “natural colors,” it only recognizes two types of color additives (certified color additives and color additives exempt from certification).⁴
Food Dye and Health:
There’s an ongoing debate about how artificial food dyes could impact our health, especially for children. Some research suggests that certain dyes could make hyperactivity or mood swings worse, but it is not proven if the dyes are the root cause.⁵
Additionally, both synthetic and natural food dyes can trigger a histamine response in certain people, leading to allergies to specific dyes. For example, natural dyes can cause allergic reactions in some people with certain plant allergies (for example, turmeric). In other cases, some natural red colors (such as carmine) are made from crushing cochineal beetles and can lead to a serious allergic reaction in some people.
Currently, five artificial food dyes are used regularly in the food supply: Red 40, Yellow 5, Yellow 6, Blue 1, and Blue 2. All five dyes are regulated and approved by the FDA, the European Food Safety Authority (EFSA), and Health Canada. And, despite popular belief, not all artificial dyes are banned in Europe. In fact, the acceptable daily intake (ADI) is higher in Europe than in America for some artificial dyes, such as Yellow 5, Yellow 6, and Blue 2
In the US, the ADI for artificial dyes is actually set at a level 100 times lower than the safety threshold, acting as a comfortable ‘buffer’ limit. This means that the amount of dyes in food is well below what is considered safe, and you would have to eat a very large amount of food dye in one day even to come close to reaching the safety limit.⁶
Not Any Healthier:
It's important to know that not all “all natural” food products are automatically healthier than conventional ones. Many are still highly processed and may contain ingredients high in fat, sodium, and sugar. As mentioned earlier, there's no official legal definition for “all natural” or “natural” products, so often, companies use these labels as a marketing tool.
Nature Valley, for example, came under scrutiny in 2012 for labeling its granola bars as ‘100% natural’ even though they contained ingredients like high maltose corn syrup and maltodextrin, both of which are highly processed and not naturally occurring.⁷
Some opponents even point out that terms like “all natural,” “100% natural,” or “natural” can be a bit misleading. This is because ingredients such as grains, fruits, and vegetables might be grown with the help of GMOs, chemical pesticides, and herbicides like glyphosate, and tiny traces of these chemicals could still be present in the food we eat.⁸
If you are looking for food products that are free of GMOs, synthetic chemicals such as herbicides and pesticides, and are environmentally friendly, then shopping organic is your best option. If you are only concerned about the use of GMOs, and not the use of synthetic chemicals used as herbicides and pesticides, then non-GMO labeled products may fit your needs. (You can check out my blog posts on organic and GMOs if you want to know more.)
Labels:
When you're shopping, it’s common to see labels like “all natural” or just “natural” on food packages. Keep in mind that the only rules for these labels are that if the product is meat or dairy, it must have an explanation such as “no artificial ingredients” or “minimally processed.” It’s also important not to confuse all natural labels with organic or non-GMO seals (sometimes referred to as labels), as those require proper testing and certification to ensure they meet specific standards.
Examples of food packages using the “All Natural” label.
What You Can Do:
Amidst the confusion, you can begin by identifying the values that are important to you and your family. Establishing clear guidelines will help you decide which products to pursue and which to leave on the shelf.
Learning about food labels (and seals) and how they are regulated is a helpful and empowering step. If you're concerned about GMOs, synthetic colors and flavors, chemical pesticides and herbicides, or environmental impacts, choosing organic might be a comforting option for you. Just keep in mind that organic products can also be processed and may contain high levels of fat, sugar, and sodium.
Given that budgets can be tight these days, if organic options aren't feasible, consider choosing packaged products that are lower in fat, sodium, and sugar. While this might not completely eliminate artificial preservatives or additives, it's a positive move towards healthier eating.
Additionally, choosing less processed and packaged foods whenever you can is a great way to cut back on additives and artificial ingredients. It also helps reduce the intake of extra fats, sugars, and sodium. Including fresh fruits and vegetables in your meals or snacks is another solid approach, because they are packed with essential vitamins and minerals. Frozen and canned options work too, just be sure to look at the labels for added sugar and salt so that you can make the healthiest choice for you.
For Further Reading, Check Out These Sources:
1 - The US Food and Drug Administration (Use of the Term Natural on Food Labeling)
2 - U.S. Department of Agriculture (Meat and Poultry Labeling Terms)
3 - Fast Food Nation (Book pages 126-128)
4 - Colormaker (What is a natural color?)
5 - The Ohio State University (How food dye can affect children)
6 - Dr. Jessica Knurick (The Truth About Synthetic Food Dyes)
8 - The Carlson Law Firm (General Mills Settles Lawsuit Over Nature Valley Glyphosate Claims)
Remember: this post is for informational purposes only and may not be the best fit for you and your personal situation. It shall not be construed as medical advice. The information and education provided here is not intended or implied to supplement or replace professional medical treatment, advice, and/or diagnosis. Always check with your own physician or medical professional before trying or implementing any information read here.