Era of negative claims over? Colored with fruit and veg claim can replace no artificials label, says GNT

By Oliver Nieburg contact

- Last updated on GMT

No artificial colors claim now ‘wallpaper’, says GNT
No artificial colors claim now ‘wallpaper’, says GNT
Candy makers using natural coloring foods should dump negative no artificial colors on-pack claims, says supplier GNT.

The Dutch-based coloring foods firm has developed a ‘colored with fruit and vegetables’ label that it believes is better received by consumers, particularly parents with young children.

‘No artificial colors’ – negative claims

The company says consumers are turning away from negative claims such as ‘no artificial colors and flavors’.

colored with fruit and veg label gnt
Label developed by GNT

“That claim is now wallpaper. We’ve been through the era of negative claims,”​ Paul Collins, managing director of GNT UK told ConfectioneryNews. “That doesn’t educate people on what’s really in it.”

'No artificial ingredients claims' doubled between 2011 and 2014 and were present in over 1,000 global food and drink launches last year, according to Innova Market Insights.

“It doesn’t achieve much and it’s quite negative,”​ said Özden Kilic, market analyst at Innova.

Are natural labels confusing?

Natural color claims have been more prevalent in food and beverage launches, featuring in over 4,000 new products tracked, up from around 3,000 in 2011. Innova says 50% of consumers associate natural with a lack of artificial colors.

But GNT’s Collins said natural claims were not defined by regulations and further confused consumers.

He claimed ‘colored with fruits and vegetables’ label’ was more transparent and helped consumers to better understand the origin of the ingredients. “That to them means natural,” ​he said.

GNT developed the label last year and says it could be used in the EU and US.

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