According to Nielsen's research in 2016, 42% of respondents are ready to pay more for products if they are labelled ‘natural’ or ‘organic’. The increasing trend of consumers to prefer ‘natural’ products has prompted producers to highlight ‘natural’ ingredients when positioning their products.
What can customers expect from claims that food products are 'natural'? What are the risks for companies of misleading consumers by claiming in advertisements or on food labelling that products or ingredients are ‘natural’? Anastasia Usova, counsel and Head of the Antitrust practice at Redcliffe Partners, made an overview of those cases where the Antimonopoly Committee of Ukraine found that claims of 'natural food' had misled consumers.
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