'Natural' on a food label
'Natural' is one of the most-used and least-regulated words on a food package. The US FDA has never formally defined it and enforces only a longstanding informal policy that nothing artificial or synthetic (including colour additives) is included beyond what would normally be expected. The EU has no cross-market definition. NakedCalorie treats 'natural' as a marketing signal, not an ingredient signal.
Why 'natural' means so little
Neither the US FDA nor the EU has issued a binding, market-wide definition of the front-of-pack term 'natural'. In practice this means a product loaded with refined starches, protein isolates, and cosmetic additives can carry the same 'all natural' claim as a product with a single-ingredient label. Consumer surveys consistently show that 'natural' influences purchase decisions more than most nutrition claims (Consumer Reports, Natural Food Labels Survey 2016; 62% of respondents believed it meant no artificial ingredients, though 66% of "natural" packages contained at least one). That gap is precisely why the word appears on so many packages.
US FDA position
The FDA published a 1993 policy statement — never codified as a rule — that treats 'natural' as meaning "nothing artificial or synthetic (including all colour additives regardless of source) has been included in, or has been added to, a food that would not normally be expected." The FDA has not addressed food processing, production methods (e.g. genetic engineering), or high-fructose corn syrup under that policy. The 2015–2018 public docket (Docket FDA-2014-N-1207) drew tens of thousands of comments and closed without any binding action.
USDA meat and poultry exception
USDA's Food Safety and Inspection Service (FSIS) does define 'natural' for meat and poultry (Directive 7420.2): minimally processed with no artificial ingredient or added colour. A package of chicken breast bearing that claim has been vetted. A cereal or yogurt bearing it has not.
EU and member-state position
No cross-market definition. Regulation (EC) No 1334/2008 defines 'natural flavouring' as used in the ingredient list; Regulation (EU) No 1169/2011 forbids misleading labelling in general. The UK FSA's guidance ("Criteria for the use of the terms fresh, pure, natural etc.", 2008) is the most-cited practical framework — but it is guidance, not law. Italy's Ministry of Health issued 2018 guidance restricting 'naturale' on processed foods; France relies on general consumer-protection law.
How NakedCalorie treats 'natural'
The claim is ignored. The food-quality score is driven by ingredient list, NOVA processing group, additive count, and per-serving thresholds on added sugar, saturated fat, and sodium. See organic certification for a claim that IS regulated with statutory teeth, and how to spot ultra-processed food for what to look at instead of the marketing on the front of the pack.
Frequently asked questions
- Is 'natural' regulated in the US?
- The FDA has never issued a formal, binding definition. Since 1993 it has followed a policy statement: 'natural' means nothing artificial or synthetic (including all colour additives regardless of source) has been added beyond what would normally be expected. There is no compliance test and limited enforcement. The 2015–2018 public docket seeking a formal definition closed without action.
- Is 'natural' regulated in the EU?
- There is no cross-EU definition. Individual member-state regulators publish guidance (UK's FSA, Ireland's FSAI, Italy's ministerial guidance) but the market-wide picture is fragmented. Regulation (EU) No 1169/2011 forbids misleading labelling in general.
- What about 'natural flavours' in the ingredient list?
- That IS a defined term. In the US (21 CFR 101.22) 'natural flavour' means an essential oil, oleoresin, essence or extract derived from a plant or animal source and used for its flavouring function, as distinct from a synthesised chemical. The EU defines 'natural flavouring' in Regulation (EC) No 1334/2008 — it must be at least 95% from the named source.
- Why does the FTC also get involved?
- The US Federal Trade Commission regulates advertising claims (including on food) under Section 5 of the FTC Act. It has brought a series of cases against 'all natural' claims on products containing synthetic colours, preservatives, or high-fructose corn syrup, culminating in settlements and consent decrees — but no unified rule.
- Does 'natural' ever mean anything specific?
- Yes, for USDA-regulated meat and poultry. USDA policy (FSIS Directive 7420.2) defines 'natural' on meat and poultry as minimally processed with no artificial ingredient or added colour. This is why a package of chicken breast can carry a meaningful 'natural' claim while a ready-meal cannot.
Written by NakedCalorie editorial team.
Medically reviewed by Pending registered dietitian review — last reviewed July 15, 2026.
Educational information only, based on peer-reviewed literature and regulatory sources. Not medical advice.
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