Flavours & fragrances
A sour taste
Without a legal definition, the term natural is springing up everywhere when it comes to food and drink packaging. But what does it mean, what are consumers’ views on it and is it having a damaging impact on health, the environment and above all our trust in the industry? Andrew Tunnicliffe talks with consumer advocate Floriana Cimmarusti and flavouring expert Carl Smith to find out more.
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t has a pretty simple definition: ‘natural’, ‘existing in or formed by nature’. The trouble is, there are many opinions on how the term is used when it comes to food and drink ingredients. The contention isn’t new – it has long been the battleground for claim and counter claim by opposing groups. But as consumers become ever more health and sustainability conscious, it is again becoming a matter of debate and even distrust for some. Financed by the European Commission, consumer group Safe Food Advocacy Europe (SAFE) has been pushing for clarity on the word natural – in relation to ingredients at least – for years. It says it’s research justifies a need for it, adding European consumers believe that when a product states it’s natural, that means no chemicals have been used.
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Across Europe, demand for natural food ingredients/additives is on the rise. Groups of additives include colourants, preservatives, antioxidants, sweeteners, flavour enhancers, emulsifiers, stabilisers, thickeners and gelling agents. But, as says SAFE’s Secretary General Floriana Cimmarusti, current legislative requirements don’t guarantee something is completely natural, even if it says it is. There is no definition of what natural, chemical or synthesised mean, she argues, almost leaving the industry to create its own and even capitalise on this lack of clarity. “It’s a great marketing tool,” she argues. “[The] industry is very smart, because it knows natural sells better and the law doesn’t go against them. So why not do it.”
Ingredients Insight /
www.ingredients-insight.com
j.chizhe/
Shutterstock.com
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