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Food buyers lean toward 'natural,' a claim that's hard to define
Food buyers lean toward 'natural,' a claim that's hard to define

When you buy a box of crackers labeled "natural," do you just assume they're organic? Don't. When you choose an "all natural" chocolate syrup for your kids' ice cream, are you thinking it has less sugar? Read the label. But what about those "natural" chips? Surely the package with the peaceful farm scene on the front means something about what's inside — right? There's something about "natural" food that appeals to consumers. In one study from the consumer research firm Mintel, people were given a list of food product claims and asked which ones mattered most to them. "Natural" tied for No. 1 with the...

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