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In 2008, food and drink claims classified as “natural,” including all natural, no additives/preservatives, organic, and wholegrain, were the most frequently featured on new products globally. “Natural” claims appeared on nearly one in four (23 percent) food and drink launches in 2008, a 9 percent increase from 2007.
Meanwhile, widely discussed food and drink claims, such as “convenience” or “ethical and environmental,” did not challenge the No. 1 position of “natural” on new products. In 2008, Mintel GNPD saw only 12 percent of new food and drink products highlighting “convenience” benefits, while a mere 5 percent claimed to take an “ethical and environmental” stance.