Labelling and Packaging

How to make a claim of “natural” on food packaging

Product Claims are becoming more prevalent on food packaging as the sales and marketing team look for different ways to promote their products and gain a competitive edge. For the QA department this can be a source of stress especially since they have to be the ones who provide the ‘proof’ for the food claim being made. The majority of certification standards will have requirements around the protection and verification of identity preserved food. Government legislation around the world is also tightening up in what food manufacturers can claim on their food packaging and what defines different types of claims.

During my daily review of things happening in the food industry I came across a really funny video about using the word “Natural” in advertising. The following video is a parody of using claims on food packaging. It gave me plenty of laughs and really highlighted what I sometimes see as a food auditor (sad but true). Enjoy!

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