Ben & Jerry’s ice cream is dropping the phrase “all natural” from its product labels, according to the Center for Science and the Public Interest.
Last month, CSPI advised the company that it probably shouldn’t use the phrase, considering its products contain such decidedly unnatural ingredients as alkalised cocoa, corn syrup, and hydrogenated oil. Fair enough.
Rather than make any changes to the ice cream, Ben & Jerry’s decided to remove the phrase from its labels.
Not surprisingly, the FDA has no formal definition of the term “natural,” and doesn’t object to the word’s use on packaging unless the product contains artificial flavors, added colors, or synthetic ingredients.
The once-homespun ice cream company, founded in 1977 by a couple of groovy Vermonters and famous for mellifluous flavors like “Chunky Monkey” and “Chubby Hubby,” was purchased in 2000 by multinational behemoth Unilever—makers of many other unnatural products, including toast lubrication agents Flora and Country Crock.
Another example of accountants ruining a formerly great brand. Penny wise and pound foolish.
Lead is natural. So is gasoline. So what does ‘all natural’ mean, anyway?