Many food companies are dropping labels that note their "natural" credentials, potentially denting a business worth $40 billion in the past year. The "natural" label isn't clearly defined, and lawsuits over false advertising related to the labels have hit major companies such as Unilever, Ben & Jerry's and Kellogg. "Companies are tending to pull back from the natural label because it isn't worth it right now," said Lori Leskin, co-head of the American Bar Association's Products Liability Committee.

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