A growing trend in food packaging seems to be using the words "all natural" to describe ingredients. This is meant to be an improvement over the previous "completely artificial" ingredients that have been used for decades. However, as some point out, the use of natural ingredients doesn't necessarily mean what consumers might think it means. Starbucks found out that "natural" might not satisfy all of its customers when it switched from Red #40
to a natural food coloring made from crushed insects. Those crushed insects aren't harmful, but that's not exactly what folks were expecting from a "natural" ingredient, either.
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