Hoping to capitalize on the trend toward natural and organic product Labeling--now a $44 billion a year business--marketers of some seemingly unhealthy brands are reformulating their ingredients and
advertising pitches to appear more natural. Cadbury Schweppes, for example, has removed an artificial preservative form its 7Up soft-drink brand, and May 8 will break a new ad campaign promoting it
as "100 percent natural." The ads will depict cans of 7Up being plucked from the ground as if they were organic fruits and vegetables. "Everything that remains in the can is from a natural source,"
Marketing Vice President Kelli Freeman tells
USA Today.
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