Business

PepsiCo rebrands ‘Natural’ products with ‘Simply’

NEW YORK — PepsiCo has quietly gotten rid of the word ‘‘Natural’’ in some of its products and instead is going with ‘‘Simply.’’

The company changed its ‘‘Simply Natural’’ line of Frito-Lay chips to simply be called ‘‘Simply,’’ although the ingredients remain the same. Similarly, its ‘‘Natural Quaker Granola’’ got a makeover as ‘‘Simply Quaker Granola.’’

The food and beverage giant says the name changes, which took place last year, are the result of updating its marketing. But they come at a time when PepsiCo and other companies face legal challenges over their use of the word ‘‘natural.’’

Advertisement

The Food and Drug Administration doesn’t have a definition for what constitutes ‘‘natural,’’ but says it doesn’t object to the word’s use as long as the product doesn’t contain ‘‘added color, artificial flavors, or synthetic substances.’’

Get Talking Points in your inbox:
An afternoon recap of the day’s most important business news, delivered weekdays.
Thank you for signing up! Sign up for more newsletters here

In some cases, companies are realizing the use of ‘‘natural’’ isn’t worth the headache, said Steve Gardner, director of litigation for the consumer advocacy group Center for Science in the Public Interest, an advocacy group that has filed lawsuits against companies on the topic.

Last year, PepsiCo agreed to remove the words ‘‘all natural’’ from its Naked juices after a lawsuit noted the drinks contained artificial ingredients, such as a fiber made by Archer Midland Daniels. Another ongoing lawsuit filed in 2012 has challenged its description of some of its chips as ‘‘natural.’’ And in November, PepsiCo killed off its Gatorade Natural line, saying the drinks didn’t ‘‘resonate’’ with its consumers.

PepsiCo Inc. isn’t alone in retreating from ‘‘natural.’’ The owners of Ben & Jerry’s and Breyers ice cream agreed to change its packaging in 2012 to settle lawsuits over its use of ‘‘all natural.’’ The Campbell Soup Company was sued in 2012 for describing its Pepperidge Farm Goldfish crackers as natural, with the suit noting they contain genetically modified ingredients.