Late last year the maker of Orville Redenbacher's popcorn was sued for putting mixed tocopherols in its "Naturals" line of microwave popcorn, which claims on the front of the package to have "Only Real Ingredients."
The preservatives, a form of vitamin E typically derived from vegetable oil, are used in a wide variety of food and cosmetic products and are allowed in foods that are certified organic. But a chemical process may be required to extract it. So is it natural?
No matter the outcome of the case, the convenience and affordability of many processed foods will continue to be powered by natural and artificial additives — something more people are trying to avoid even as many common ingredients remain poorly understood.
Nearly two-thirds of Americans say they seek foods made with "clean ingredients," according to a 2021 survey from the International Food Information Council (IFIC). Yet beyond fresh produce and other raw foods, that is open to broad interpretation as the U.S. Food and Drug Administration lacks a formal definition for the use of "natural" on food labels.
"Most people say they're paying more attention to ingredient lists, choosing clean ingredients and avoiding chemical-sounding ingredients," the food safety and nutrition nonprofit IFIC found in its survey. "When these respondents were asked how they define clean ingredients, 'not artificial or synthetic' was the top choice."
Dietitian Anna Rosales is asked about those ingredients all the time.
"My friends, family members and others come to me to share their ingredient woes and desire to have products with familiar ingredients in their pantries," said Rosales, senior director of government affairs and nutrition at the Institute of Food Technologists, a food science group.
"Understanding what's in food helps consumers select products they want and need," Rosales said. "This seemingly simple task can become confusing with scientific names used in ingredient labels as required by regulations."