The word “natural” is a very powerful, persuasive and earthy-sounding adjective. We may see this word on everything from Sunchips bags to fruit juice. If you look a little closer, you’ll realize that this powerful, persuasive and earthy-sounding adjective is actually undefined by the very agency responsible for food safety. The FDA has no formal meaning for natural. Food companies don’t use this word to describe food, but to advertise it. Naturally, this can confuse even the most health-conscious consumer.