With the increase in ‘clean label’ products showcasing innovation in conjunction with sustainability, the use of words such as ‘pure’ and ‘natural’ to set products apart from the rest is becoming more common. Although health claims about food products are prohibited by the Regulations Relating to Labelling and Advertising of Foodstuffs (R.146/2010, as amended), they do make provision for the use of certain terms, such as ‘natural’ – in Guideline 7, which makes reference to the Food Standards Authority (FSA) of the United Kingdom (UK) Criteria for the use of the terms ‘fresh’, ‘pure’, ‘natural’, etc. in food labelling. This begs the question: When can I say ‘Natural’, and why? Read more here.