Dive Brief:
- Kellogg's Kashi division will pay $5 million to consumers to settle a class-action lawsuit alleging the company engaged in false advertising when it called its products "all natural."
- Plaintiffs in the case told a federal court in California that brands containing chemicals including pyridoxine hydrochloride (Vitamin B6), ascorbic acid, and hexane-processed soy should not have printed "natural" or "nothing artificial" on their labels.
- In a separate agreement, Kashi's "Bear Naked" agreed to pay $325,000 to settle a similar lawsuit.
Dive Insight:
With so many of these lawsuits and settlements in the news, it's hard to keep track. Ben & Jerry's, Cargill, Barbara's, et al have walked away from claims that their brands are "natural."
As Food Dive has reported before, the use of the term "natural" has become a liability. And the quicker food companies can stop using it, the better off they'll be. Expect to see less controversial language on products shooting for a healthful claim in the future.