Kraft to remove "all natural" from Capri Sun label
January 10, 2007
by FoodBusinessNews.net Staff
NORTHFIELD, ILL. — Kraft Foods Inc. is reformulating its regular Capri Sun beverages and redesigning the product’s packaging to not include the phrase "all natural." The announcement comes at the same time the company is being sued over the use of the phrase on Capri Sun beverages.
"Kraft Foods has been working for about a year to reformulate its regular Capri sun beverages and redesign the product’s packaging," said Marc Firestone, executive vice-president of corporate and legal affairs. "The new packaging, which is scheduled to go into production in about two weeks, will say that Capri Sun contains ‘no artificial colors, flavors or preservatives.’ This new product description resonated well with consumers. With this action the phrase ‘all natural’ is being removed from the package."
The lawsuit, filed by Linda Rex, a consumer who lives in Palm Beach, Fla., and supported by the Center for Science in the Public Interest, Washington, claims Kraft’s use of "all natural" on the Capri Sun label is deceptive, because it includes high-fructose corn syrup (H.F.C.S.).
"H.F.C.S. does not exist in nature and is not ‘minimally processed,’ even though its two major constituents, glucose and fructose, are widely found in nature," according to the lawsuit. "If the glucose and fructose in Capri Sun has been obtained from nature, the labeling, and advertising would be true. But to describe H.F.C.S. as an ‘all natural’ ingredient is deceptive and unfair to consumers and competitors."
Michael F. Jacobson, executive director of C.S.P.I. was more blunt when he said, "Let’s put it this way: Unless you and your chemist friends are prepared to undertake a little Manhattan Project in your kitchen, you won’t be brewing any high-fructose corn syrup from scratch anytime soon."
Mr. Firestone and Kraft took exception to allegations made by C.S.P.I.
"While unnecessary lawsuits and derogatory rhetoric may grab headlines, they do little to advance the best interests of consumers," he said. "Had C.S.P.I. recently checked with Kraft before moving forward with litigation, they would have known we had plans well under way to change Capri Sun packaging."