Ben & Jerry’s drops “All Natural” from labels

I literally just watched Super Size Me when I came across this article about Ben & Jerry’s dropping the label “All Natural” from its labels.

Ice cream maker Ben & Jerry’s is dropping the phrase “all natural” from all labels after a request from a health advocacy group.

The Center for Science in the Public Interest and the company confirmed the move Monday.

The CSPI told the company last month it should not use “all natural” if products contain alkalized cocoa, corn syrup, hydrogenated oil or other ingredients that are not natural.

Ben & Jerry’s, a unit of consumer products giant Unilever, said it’s not changing any recipes. It’s just removing the label from all products, whether they are among the majority that contain at least one of the ingredients CSPI listed or not.

The CSPI also played a role in “Super Size Me”.

I’m glad to see this move not out of health advocacy (though I’m also happy from that point of view) but because the term “All Natural” is almost entirely without meaning. It’s just some tricky buzzword that helps sell products, but it doesn’t add any information content to any packaging. I hope the next step will be for the FDA to define it, a position strongly supported by the CSPI.

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