Something Not Quite “Natural”…Not Natural at All, Really

In yet another story about misleading labels, the Center for Science in the Public Interest announced Monday that it will (along with law firm Varnell & Warwick) represent Linda Rex of Boynton Beach, Florida in a class action lawsuit filed against Kraft Foods for the misrepresentation of Capri Sun, an “all natural” drink marketed toward children. Rex purchased the drink in preparation for her young nephew’s visit, but tossed it out when she realized that despite its “all natural” claims, it was no more nutritious than soda. Well, cheers to Rex and CSPI for calling Kraft out, but what do any of us expect from a wholesomely marketed food company owned by a big tobacco firm?

Kraft released a statement that new packaging for the drink will go into production in about two weeks and will not bear the “all natural” claim but will instead read “no artificial colours, flavors or preservatives.” (Read on for some great quotes)

“Though Capri Sun claims to be ‘All Natural,’ its main flavoring would more accurately be called ‘Fresh from the Factory,’” said CSPI executive director Michael F. Jacobson. “Let’s put it this way: Unless you and your chemist friends are prepared to undertake a little Manhattan Project in your kitchen, you won’t be brewing any high-fructose corn syrup from scratch anytime soon. How typical of a tobacco company, though, to call something like HFCS ‘All Natural.’”

Lawyer Brian Warwick said, “you might as well be feeding your kids a Coke.”

Would you rather support a local farmer or sustainable food provider than give money to a huge corporations like Altria? Visit our Eat Well Guide to find options in your area. Curious about how Kraft and other food companies get away with calling products “natural” when they really aren’t? Check out our sustainable dictionary for a definition of natural that will put this story into context.